NBCU Has An Olympics Makegood Ad Problem: Is Digital/Streaming The Answer?

NBCUniversal has a growing and somewhat serious early makegoods issue for the Olympics — due to underdelivery of expected viewers, now five days in for the event. The company believes streaming and digital inventory time can lessen the blow. But with viewing numbers down around 35% to 40% or more versus the 2016 Rio Summer Olympics, the near term doesn’t look good — especially on the linear TV side of things, according to media-buying executives.

TV Networks Endure Sharp Ratings Declines, Makegoods Are An Issue

Now four months into the 2020-21 TV season, major TV networks are still dealing with worse-than-normal audience under-delivery advertising promises this season. That makes it harder to have makegood viewership rating guarantees made in the upfront period.

TVN FOCUS ON ADVERTISING

Growing Fees Slow Spot Automation Growth

Per-transaction fees and resistance by walled gardens are hampering the development of tools to streamline the complicated world of buying and selling spot TV advertising.

TVN FOCUS ON ADVERTISING

Spot Automation: A Timeline

A user’s guide to automation development at Hudson MX, ProvantageX, Videa and WideOrbit.

Lower NFL Ratings Mean More Makegoods

TV networks are giving away more commercial time this NFL season than a year ago to make up for one of the worst ratings declines in a decade, a rare sign of weakness for the biggest draw on television.

NBC Offers Makegoods As Games End Down

The network falls short on guarantees to advertisers, and ratings see especially big declines among adults 18-49. Adding in cable and streaming gives numbers a small bump.