NBCU plans in early 2019 to unveil a new offering that places commercials in reruns, movies and syndicated programs containing segments that align with the mission or topic of the ads. The technology represents the latest attempt by NBCU to wring more dollars from certain kinds of TV advertising inventory previously seen as less desirable by Madison Avenue.
Linda Yaccarino, chairman of NBCUniversal Ad Sales and Client Partnerships, says she plans to further cut back on the commercial loads on the company’s TV networks and will air its new short, one-minute Prime Pods in more shows this year.
The idea behind WatchBack is for the media giant to learn about consumption habits, data that is often not available to NBC when someone watches a show on linear television.
Target has signed on as a launch partner for NBCUniversal’s self-serve programmatic linear TV offering. The deal, which the companies say is the first of its kind, will give Target access to NBCU’s entire linear TV inventory for audience targeting by the retail store chain.
It’s only 287 days until the opening ceremonies of the Winter Olympics, but nearly 100 of the U.S. team’s top athletes have assembled this week at a Los Angeles production facility. Welcome to “WeHo,” the conglomerate’s hush-hush weeklong event that brought together 96 top athletes — 10 months before the 2018 Winter Games.
Comcast is developing an online video service offering hit shows from its NBCUniversal TV networks in the next 12 to 18 months, an effort to compete with rivals Netflix and CBS, according to people familiar with the matter. The new service will include programs from the NBC broadcast network, and could include shows from Comcast cable channels Bravo, SyFy and USA.
Ahead of this year’s upfront marketplace for ad time in the next TV season, NBCUniversal is expanding the amount of inventory it would sell based on data other than traditional Nielsen demographics guarantees, more than doubling the business it conducted that way last year.
Streaming video services such as DirecTV Now may have “scary implications” for some programmers, who could see some channels left behind, and operators, who might lose subscribers. But they shouldn’t take a big bite out of Comcast, says CEO Brian Roberts. “Our view was that scale matters,” he says. “When we just owned E! and Golf Channel and Comcast SportsNet, it wasn’t enough. Now we have MSNBC, CNBC, USA, Syfy, Bravo — that’s a hell of a footprint.”