Sports programming now accounts for more than one-third of all broadcast ad revenue, but for Fox last Sunday, contributions from the NFL and Major League Baseball made up more than three-quarters of the overall sales pie.

Three NFL windows and the fifth and deciding frame of the 2015 World Series helped Fox generate more than $100 million in ad sales in a 16-hour span, making it the network’s most lucrative non-NFC Championship/Super Bowl broadcasting day. The sales figure was confirmed Wednesday by 21st Century Fox CEO James Murdoch, who mentioned it in passing during the media conglomerate’s first quarter earnings call.

“The other day, I think it was just last Sunday, we had a really tremendous day of sports,” Mr. Murdoch said. “And all-in, it was a $100 million day. So that felt that’s pretty good.”