NBCU Expands U.S. Addressable Footprint To 45M HHs

NBCUniversal has a new advanced advertising agreement with Charter Communications that will expand NBCU’s U.S. household addressable footprint by nearly 40% to 45 million households, making it one of the largest offered in the market by a TV publisher, it says.

The agreement allows access to NBCU to sell addressable campaigns on its own inventory across Charter’s Spectrum platforms. The companies say the arrangement will let “advertising and agency partners to leverage dynamically inserted ads, using aggregated and de-identified data, to deliver their brand messaging to the right audiences across the country.”

The integration across Charter’s Spectrum VOD is slated for launch in 1Q 2021, and, NBCU says, “represents significant forward progress in NBCUniversal’s commitment to add scale and impact to addressable television across the industry.”

Krishan Bhatia, president-chief business officer, global advertising and partnerships, NBCUniversal, said: “Viewing habits have been evolving for some time now, and continue to accelerate towards on-demand and streaming platforms. Advertisers need to meet viewers in the moment, and that’s why NBCUniversal has been laser-focused on expanding our addressable capabilities.

“Through our partnership with Charter Communications, we are taking an important step forward by delivering targeted advertising to millions of Spectrum viewers who are watching video on demand. This will enable us to continue to connect our viewers to the brands they know and love, at any time of the day.”

David Kline, EVP of Charter Communications and president of Spectrum Reach, said: “We look forward to working with NBCUniversal to help them expand their addressable offerings, and send more relevant advertisements at scale, to Spectrum customers. This partnership will provide NBCU an opportunity to make their networks more impactful to advertisers, while also furthering our goal to bring scale and accessibility to addressable TV.”