NBCU and Twitter are expanding their longstanding advertising and content partnership (already proven in the USA) globally, in a multi-year agreement that brings NBCUniversal’s premium digital content to all markets where the social media platform is available. NBCU content from across its media brands, including culture shaping events like the Golden Globes, will be made available. The deal is designed to give advertisers the opportunity to reach the Twitter audience around high-quality and trusted content, with Twitter providing targeted advertising capabilities plus mobile and interactive advertising formats.
The ambition is that NBCU content will drive conversations and social media trends and that advertisers can become part of these interactions as they unfold in real-time – and crucially, on a global as well as national or local scale. Sponsored sports highlights, red carpet events that are live-streamed, watch parties and fan voting are some of the content-related opportunities for brand alignment. This expanded agreement means Twitter will provide broader sales support to NBCU advertisers, including what is described as “expansive operational campaign support”.
In two examples of the contextual opportunities for brands, NBCUniversal will offer what it describes as immersive, first-of-their-kind Golden Globes highlights on Twitter, amplifying coverage from NBCUniversal properties to coincide with the NBC broadcast of the event on February 28. Content will be developed and distributed on Twitter via @nbc, @enews, and @latinxnow handles.
NBCUniversal and Twitter will also give viewers an exclusive fan experience for more than 30+ upcoming live events—from Telemundo’s ‘Billboard Latin Music Awards’ and the ‘E! People’s Choice Awards’, to the iconic‘Macy’s Thanksgiving Day Parade, plus sports action on NBC Sports, Sky Sports, and GOLF Channel. This content will be developed and distributed on Twitter via @nbc, @enews, @telemundo, @nbcsports, @golfchannel, @telemundosports, @onherturf, @nbcolympics, @SkySports, @SkySportsPL and more.
“As people increasingly turn to digital platforms like Twitter, we continue to expand the ways viewers can find NBCUniversal’s timely, quality content across entertainment, sports and news,” explains Maggie McLean Suniewick, President, Business Development and Partnerships, Direct-to-Consumer, at NBCUniversal. Joe Cady, SVP, Strategy & Development at NBCUniversal adds that the partnership, “makes it even easier for brands to work with us by providing the premium content and advanced targeting capabilities that marketers need to run a high quality, seamless digital campaign.”
Jennifer Prince, Global VP and Head of Content Partnerships at Twitter, says, “It’s the perfect time to expand on our long-standing partnership with NBCUniversal to bring more of their premium content to people on Twitter. From the biggest moments in entertainment, to can’t-miss sports action from around the world, to news events at the speed of Twitter, our collaboration will empower marketers to connect their brands to the conversation of our engaged audiences.”
NBCUniversal is already a major player in the digital space. Over 200 million people consume more than 30 billion minutes per month across NBCUniversal’s digital properties. The company views the global Twitter deal as another example of how it is doubling-down on digital.
NBCUniversal and Twitter began their (U.S.) partnership in 2013 and over that time the number of campaigns delivered together has grown more than ten-fold. In 2020, global video views for NBCUniversal Twitter handles grew 26% on average. There was also a 25% year-on-year increase in campaigns last year.
The aim now is to expand this success beyond the U.S. Ultimately, this is a new revenue opportunity for the content owner as it creates more premium inventory positions in more markets. It also fits with NBCUniversal’s global ambitions: the company’s One Platform solution is designed to support advertising in over 160 countries as part of a local-national-international strategy.
Krishan Bhatia, President & Chief Business Officer at NBCUniversal, declares: “The growth in digital viewing has been nothing short of explosive in recent years and together with Twitter, we’re helping our partners engage audiences in a brand-safe way—and shape key conversations as they unfold. With this strategic partnership, NBCUniversal’s leading video content meets Twitter’s worldwide reach, empowering marketers to connect with global audiences, while bringing consumers curated premium content on an engaging platform.”
Other examples of the content that marketers could align with include:
- During Black History Month (February) NBCU is turning to Twitter to amplify interviews on racial justice and equity with Black business owners, designers, artists, CEOs, and more.
- Bravo content is being made available on Twitter including the Andy Cohen-led ‘Watch What Happens Live After Show’. This content is being developed and distributed on Twitter via @BravoWWHL.
Want to learn more about this collaboration?
Krishan Bhatia, President & Chief Business Officer at NBCUniversal and Jennifer Prince, Global VP and Head of Content Partnerships at Twitter will be discussing their global collaboration at Videoscape Europe (the thought-leadership event for premium streaming television) in March. More details here.