marketing

As marketers are looking to navigate a world without cookies and device IDs, NBCUniversal is creating a first-party roadmap for them. The company is rolling out NBCUnified, its new first-party consumer data and identity platform for marketers. The platform, due to debut in the second quarter, incorporates NBCUniversal’s network of consumer touchpoints across its entire portfolio into a scaled data offering for marketers within its One Platform ad offering.

TV viewing by Comcast subscribers drops to 6 hours, 2 minutes per day.

As more TV viewers become digital streamers, there are questions about whether outlandish marketing stunts still have a place in the TV firmament.

Called NBC Sports Next, it unifies the SportsEngine, GolfNow and NBC Sports Enterprise platforms.

Amid concerns of COVID-19 issues in Japan, NBC continues to ramp up national TV marketing efforts for the Tokyo Summer Olympics, placing TV promos and TV advertising with a total value of $51 million since last November. The 2020 Tokyo Summer Olympics were rescheduled until this summer due to the pandemic. TV promos on NBCU networks had a total media value of $49.9 million — mostly on its sports-related TV channels and programming, according to iSpot.tv.

WIVB, Nexstar’s CBS affiliate in Buffalo, N.Y., recently premiered a marketing website that showcases its commercial production abilities. It includes examples in a variety of categories including retail, restaurants, medical, car dealers and home improvement, to name just a few.

NBCUniversal on Monday showed off how its technology can help marketers that want to sell products to the people watching its content. At its One21 event — NBCU unveiled relationships with a variety of industry players including Facebook, FreeWheel and the Trade Desk — and additional ways to take advantage of NBCU’s data, automation and commerce capabilities.

Capitol B Creative Studios will offer clients business intelligence and strategy-fueled creative and branding.

Meredith’s decision to create two marketing hubs to handle the day-to-day marketing of all its TV stations across the country is underway. “It’s a juggling act,” concedes Danielle Ray, who leads the Phoenix group.

New jobs posted to TVNewsCheck’s Media Job Center include openings for a marketing and promotions producer for Cox and a digital content producer for Hearst.

A TVNewsCheck webinar featuring executives from Tegna, NBCUniversal Owned Television Stations and Fox Television Stations will evaluate how well local TV is marketing its own brand in a media environment ever more crowded with options. Register here.

Pearl TV and its Phoenix Model Market Partners are rolling out a multimillion dollar, multimarket consumer awareness campaign with local broadcasters who are now transmitting in NextGen TV.

New jobs posted to TVNewsCheck’s Media Job Center include an opening for a multimedia marketing producer at KING in Seattle.

Ford Motor Co.’s new president and CEO Jim Farley hit the ground running Thursday, announcing a laundry list of goals and organizational shifts.

Meredith Broadcasting announced a new initiative called the Meredith Creative Group that will take over the marketing and creative services of its 17 TV stations across the country.

A holiday advent calendar is the latest in a string of licensing deals for the ’90s hit sitcom that could see it build a long-lasting merchandising legacy.

Local TV marketers are navigating new territory so far in 2020, one few could have seen coming.  How did they respond? Fourteen local TV creative services directors shared  their thoughts and 42 examples of their stations’ marketing in the five-part  series, The New Us: Local TV Marketing In 2020.

The marketing business is going through a period of innovation as it sheds workers and tries to hold on to clients. Above: A Chipotle ad was shot in Idaho at “a fraction of what a full-blown production would have cost,” according to its chief marketing officer.

From Hamilton (duh) to obscure Polish erotica (wha?), Netflix, Disney+ and others are finding that creating an on-platform hit is more about viral momentum.

Linda Yaccarino, the chairman of advertising and partnerships at NBCUniversal, is calling for “radical transformation” of the marketing business in the face of cultural change around racism and the impact of COVID-19 on the economy. The call comes a week after the Association of National Advertisers made proposals to transform the advertising business, including the timing of the upfront.

Another top executive at Quibi has left the fledgling streamer: Megan Imbres, head of brand and content marketing, is leaving the company after a year in the role. Imbres, whose exit comes two weeks after Quibi’s April 6 launch, oversaw creative development for all of the short-form streaming service’s brand and content marketing executions, including its Super Bowl LIV ad.

I wanted to know how a TV station’s creative services/marketing department could function when each member of its staff had to work from home. I know this is how things are being done now, but I couldn’t imagine how it is accomplished. So I reached out to a couple of station marketing directors to hear how they were managing working from home. In addition, I asked each if they would allow their staff to pen a few lines about their experiences working from home.

Local broadcasters are coming together across markets, groups and even competitors to inform and reassure viewers during the pandemic.

The global trade organization ramps up efforts to keep entertainment marketers connected during the pandemic.

CBS EVP Marketing Anne O’Grady is leaving after more than three decades at the network. Her last day is today. O’Grady’s departure is believed to be her decision and not part of the recent second round of layoffs at the newly re-merged ViacomCBS. It comes amid a changing of the guard in CBS’ marketing department.

The Tegna marketing expert is tapped to oversee audience and brand development at the group’s Indianapolis NBC affiliate.

Mike Benson will succeed George Schweitzer as the head of marketing at CBS, a transition that will see Schweitzer, who has been with CBS since 1972, take on the role of chairman of marketing at CBS and transition in the spring into an adviser to the company.