More than 40% of NBCUniversal’s Upfront [new advertising] business was conducted outside traditional age and gender guarantees this year. There were record-breaking investments in advanced advertising, exceeding 30% growth, and the media giant saw 20% growth (year-on-year) for advertising within digital and streaming content. The digital growth saw Upfront commitments to Peacock double to over $1 billion.
NBCUniversal has just closed its Upfronts and benefited from the travel sector’s strong return to the market, with a 30% increase in advertising commitments from that category. But Pharmaceutical outpaced all industries with a near 40% expenditure increase.
NBCUniversal says its One Platform (a holistic cross-platform buying and planning solution spanning local, national and global inventory) is “driving a halo effect for the industry across unified, enterprise-scale partnerships”. It also reports that more agencies have been prioritising local budgets.
“Advertising is a futures market, and if the results of this Upfront say anything, it’s that we have built the future our partners want,” declares Linda Yaccarino, Chairman, Global Advertising & Partnerships, NBCUniversal.