×

NBCU Hopes to Sell $1 Billion in Targeted Ad Inventory

NBCUniversal intends to offer advertisers new chances to use the company’s data products and large portfolio of media assets to tackle specific marketing missions, like opening a blockbuster movie or selling soda, and says it will commit as much as $1 billion in ad inventory to the cause.

The Comcast-owned media conglomerate has in recent years used its pile of cable, broadcast and digital properties to promote its own business, such as calling attention to its “Today” morning franchise or wooing viewers to its massive Olympics broadcasts. Now NBCU wants to do the same for Madison Avenue, said Linda Yaccarino, the company’s chairman of ad sales and client partnerships, in an interview. “This is a unique product capability,” she said.

NBCU has offered the service for some time, last year enticing Chrysler to run a campaign for its Pacifica that enlisted both Seth Meyers and the company’s Universal release “The Secret Life of Pets” to help capture consumer attention. In 2017, Yaccarino said, NBCUniversal would make more widely available data that helps advertisers place commercials more precisely depending on the type of consumer being sought, as well as so-called “programmatic” technology that allows for automated ad purchases and placement.

But the company is making this new pitch as the TV industry gears up for the annual “upfront” marketplace, during which U.S. TV networks vie to sell the bulk of their ad inventory for the coming season. TV networks are anticipating a healthy market this year, owing to the high pricing they are currently securing for “scatter” ad time, or inventory sold close to air date.

NBCU’s portfolio generates approximately $10 billion in ad revenue each year, with approximately $6 billion of that sold in the upfront.

The initiative could give clients access to specific kinds of inventory that are not owned outright by NBCUniversal. The company is able to sell ad inventory for both Vox and Buzzfeed, two digital-media outlets in which it holds ownership stakes, and Apple News, the Apple service for which NBCU sells ad inventory.

More TV

  • Lincoln Younes

    'Lost Boys' Pilot at CW Casts Lincoln Younes in Kiefer Sutherland Role

    The CW’s revamped (get it?) “Lost Boys” pilot has cast one of its lead roles. Lincoln Younes has been cast in the series as Benjamin, the charismatic leader of the gang of vampires in a seemingly idyllic North Carolina seaside town. Younes’ role is most similar to the role of David in the 1987 film [...]

  • Gary Levine and Jana Winograde Showtime

    Showtime, HBO Broaden Scope as Parent Companies Aim to Grow Their Audiences

    For years, the halo around premium cablers such as HBO and Showtime has been integral to their branding. Their parent companies in a past life — Time Warner and CBS, respectively — seemed to be content with the tens of millions of subscribers each had accumulated. But now, shepherded by new corporate owners — AT&T’s [...]

  • Josh Brolin Dune

    Josh Brolin to Lead Amazon Drama Series 'Outer Range'

    Josh Brolin has found his next role. The “Avengers” and “No Country for Old Men” star has signed on to play the lead role in “Outer Range,” a thriller which received a series order at Amazon. The show was announced as part of the TV overall deal that Amazon signed with Brad Pitt’s Plan B [...]

  • Hilary Duff Lizzie McGuire

    'Lizzie McGuire': How the Disney Plus Revival Ground to a Halt (EXCLUSIVE)

    Disney Plus does not seem to be figuring it out on the way when it comes to the “Lizzie McGuire” revival. Production on the show halted in January after the firing of original series creator and revival showrunner Terri Minsky after just two episodes were completed. Her unceremonious exit has led many industry insiders to [...]

More From Our Brands

Access exclusive content