NBCUniversal broke last year’s ad revenue record in the North of $ 7 billion, insiders said at the end of the preliminary agreement.
Rates have soared to high single-digit levels due to strong growth in categories such as retail, fast-service restaurants, consumer packaged goods, technology, and streaming. Pharmaceuticals lead all categories with a 40% increase over last year, followed by travel, which increased by 30%.
Liabilities for Peacock, NBCU’s two-year streaming service, doubled from last year to $ 1 billion. The Dune platform launched in 2020 against the backdrop of Covid’s worst situation, until it caught on with originals like Bel-Air and the addition of the WWE Network. In May, parent company Comcast announced Peacock’s 28 million monthly users, surpassing the expected target of 30-35 million by 2025.
Speaking at a Credit Suisse investor conference earlier this month, NBCUniversal CEO Jeff Shell said he was “pleased” with the company’s initial efforts to raise initial expectations of a single-digit average rate hike.
“The decline in audience and distribution due to cable cuts and everything else is offset by the price of Peacock,” said Shell. The addition of the streaming service made NBCU the largest ad provider in the previous market, the executive said.
One of the company’s platforms, which improves the customer shopping experience, deservedly helped with the preliminary results, as well as with the inclusion of announcements for local mother stations Comcast and NBCU. Other benefits include Spanish-language rights for the World Cup on Telemundo this fall and partnerships with Apple News and ReachTV.
“Advertising is a futures market and if these preliminary results say anything, it is that we have built the future our partners want.” Linda Iacarino, president of NBCU Global Advertising and Partnerships, said. “This year’s momentum of progress underscores our commitment to bringing simplicity and flexibility to a challenging market.”
Source: Deadline
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