×
You will be redirected back to your article in seconds

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

  • Conan O'Brien Michael Showalter

    HBO Max Orders Pilots From Producers Conan O'Brien, Michael Showalter

    HBO Max has ordered two shows to pilot, one a comedy and the other a drama. The streamer will produce both pilots. The comedy is titled “Gumshoe.” It follows a sweet, optimistic young cop and a creepy, crime-obsessed teenager who secretly team up to solve a murder. Aaron Brownstein and Simon Ganz will write, executive [...]

  • Emmys statue

    TV Academy Will No Longer Allow Inactive Members to Vote for Emmys (EXCLUSIVE)

    The Television Academy is introducing a vetting process to its Emmy-voting body, in a move that it hopes will “uphold the caliber of the Emmy Awards competition and the vibrancy of its membership.” In a letter sent to the organization’s membership on Friday afternoon, the Academy detailed new efforts to review Emmy voting status. Beginning [...]

  • Bill Murray

    Bill Murray to Star in Peter Farrelly Comedy Series at Quibi

    Bill Murray is the latest name to stop in for a quick bite at Quibi. The veteran “Ghostbusters” and “Groundhog Day” star will play a recurring role opposite Dave Franco in “The Now,” a comedy series which hails from “Green Book” director Peter Farrelly. “The Now” centers on Ed Poole (Franco), who is about to [...]

  • Live+3 Ratings for Week of Nov.

    Live+3 Ratings for Week of Nov. 4: 'The Little Mermaid Live' Surfaces in First Place

    After posting big numbers in the Live+Same Day TV ratings, ABC’s “The Little Mermaid Live” has emerged at the top of the charts for the week it aired after three days of delayed viewing. The live musical, which featured Auliʻi Cravalho in the titular role and a powerhouse performance from Queen Latifah as the evil [...]

  • Liz Astrof to Develop Comedy Series

    Liz Astrof to Develop Comedy Series 'Pivoting' at Fox

    Liz Astrof is set to write and executive produce the single-camera comedy “Pivoting” at Fox, Variety has learned. The series is set in a small, middle-class town in Long Island. It follows three close-knit childhood friends, after the death of another. During the grieving period, when psychologists advise not to make any big decisions, the three [...]

More From Our Brands

Access exclusive content