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NBA All-Star Game Dominates Connected TV Screens, Says Looper Insights Report: The 2026 NBA All-Star Game captured millions of viewers and dominated connected TV platforms, according to a new report released by Looper Insights, a leading connected TV (CTV) merchandising analytics platform.
The report, titled “NBA All-Star Game: Inside NBC and Peacock’s Push to Win Over the U.S.”, examines how NBCUniversal leveraged its cross-platform ecosystem to maximize visibility across connected TV devices during the highly anticipated basketball event.
The NBA All-Star Game, held on February 15, averaged 8.8 million viewers across NBC, Peacock, and Telemundo, making it the event’s largest audience since 2011. The milestone came as NBCUniversal deployed a coordinated promotional strategy across premium connected TV home screens to increase viewership and engagement.
New “USA vs. The World” Format Boosts Interest
A key highlight of the 2026 NBA All-Star Game was the introduction of a new “USA vs. The World” mini-tournament format, designed to bring fresh energy to the league’s marquee showcase.
The Sunday primetime event featured top American and international players competing in a format that increased global appeal and fan engagement.
According to the Looper Insights analysis, the format change helped create a strong promotional narrative that broadcasters used effectively across connected TV platforms to drive tune-in.
Roku Played a Major Role in Visibility
Among connected TV platforms analyzed in the report, Roku emerged as one of the most influential surfaces for the All-Star promotional campaign.
NBCUniversal secured a dominant home-screen position, giving the event immediate exposure in a high-traffic viewing environment. Promotional creatives highlighted the “USA vs. World” matchup using bold red-versus-blue visuals, star-driven imagery, and dual branding for NBC and Peacock.
A prominent “Watch Now” call-to-action further encouraged viewers to tune in, increasing the campaign’s effectiveness.
Samsung and Apple TV Strengthened Cross-Platform Reach
Beyond Roku, NBCUniversal also leveraged placements across Samsung smart TVs and Apple TV devices to strengthen cross-device reach.
Samsung televisions featured full-page promotional takeovers and high-impact navigation placements, ensuring strong visibility across multiple entry points. Meanwhile, Apple TV’s Discover tab placement reinforced Peacock as the key streaming destination for the game.
The coordinated approach ensured that viewers encountered consistent messaging across multiple connected TV environments.
Key Insights on Connected TV Sports Marketing
The Looper Insights report highlighted several important trends shaping the future of live sports promotion on connected TV platforms:
Concentrated placements drive scale
A small number of high-impact promotional surfaces can generate a disproportionate share of overall visibility.
Home-screen placements maximize impact
Entry-point positions above the fold remain the most valuable real estate in the connected TV ecosystem.
Clear creative messaging improves engagement
Strong visual contrast and direct calls to action help reduce viewer friction and encourage tune-in.
Cross-device promotion expands reach
Coordinated campaigns across multiple platforms reinforce consumer awareness and boost overall audience numbers.
Connected TV Strategy Proves Successful
Industry experts say the performance of the 2026 NBA All-Star Game demonstrates the growing importance of connected TV marketing strategies for live sports.
“The 2026 NBA All-Star Game demonstrates how concentrated visibility across premium home screen environments can amplify live event performance,” said Francesca Pezzoli, Vice President of Marketing at Looper Insights.
“When entry-point positioning, creative execution, and cross-device coordination align, the impact across connected TV becomes both measurable and commercially meaningful,” she added.
As streaming platforms continue to compete for sports audiences, the report suggests that connected TV home-screen promotions may become one of the most valuable tools for broadcasters seeking to capture viewer attention in the digital era.
