Big Box Shoppers Are Big On Watching Broadcast TV

The price tag attached to broadcast programming – especially live sports – may be high. But for many industries, it's also warranted because of the reach it provides intended audiences. Case-in-point? Big box retailer shoppers were most likely to watch Big 4 networks and sports in September 2025, according to data from iSpot's recent Q3 Unified TV & Video Ad Report.

• The results show that NBC, ABC, CBS, Fox and ESPN all reached over 55% of big box shoppers; well beyond what other networks did, and largely on the back of live football and baseball content.
• NFL Network also topped 30%, despite primarily focusing on game re-airs and highlights only (showcasing the power of football come the fall season).
• Lower-cost options were also available for big box advertisers to find intended reach: USA Network and The CW had limited live sports, but were still top-10 when it came to those shoppers' viewing habits.

Understanding data like this is critical to optimizing TV ad budgets today. Check out iSpot's new report to learn more about advanced audience targeting.