NBCUniversal has reorganized its company-wide advertising sales operations to integrate linear TV and digital teams and to better serve mega-marketers who seek to buy ads across all NBCU platforms.
Linda Yaccarino, NBCU’s chairman of advertising sales and client partnerships, outlined the changes in a memo issued Thursday. Under Yaccarino, who oversees all ad sales throughout NBCU, the Peacock’s vast sales force previously shifted from a network-centric approach to a content-specific system built around key verticals such as entertainment, lifestyle, sports, news and Hispanic. That shift was designed to emphasize sales across NBC and its cable siblings USA Network, Bravo, Syfy and MSNBC, among other outlets.
“We know the consumer premium video experience is platform and screen agnostic, and our organization should continue to reflect that reality. With that in mind, we will fully integrate our digital and linear advertising sales teams,” Yaccarino wrote. “The Lifestyle, News, Hispanic, Entertainment, and Sports content groups will have linear and digital sales embedded together to better serve our agency partners.”
As part of the overhaul, Alison Tarrant, exec VP of NBCU’s client solutions group, will take on a larger role in working with marketers who want to buy across the expanse of NBCU. The goal is that Tarrant’s team will become “better equipped to be the first and best resource for clients who want a more robust partnership with us,” Yaccarino wrote.
Other departments in the ad sales wing including Research Strategy and Systems and Operations will be consolidated into one group, a reflection of the growing importance of research and data in TV ad sales efforts.
In late 2013, NBCUniversal had a number of layoffs in the ad sales department following the reorg of teams around content-specific verticals. It’s not expected that the current integration push will result in any departures.