For First Time, NBCUniversal to Air Portfolio Upfront Campaign Commercials on Its Networks
Today NBCUniversal announced the launch of its Upfront brand campaign, featuring the creation of original advertisements to run on its networks through the company's Upfront event on May 15. This is the first time in company history that such a campaign will run on the networks of NBCUniversal in addition to a comprehensive marketing effort through additional outlets.
Additional campaign creative and content will run on NBCUniversal digital sites and the platforms of the company's strategic partners including Apple News, BuzzFeed, Snap Inc. and Vox Media. The effort's linear and digital advertisements will take advantage of NBCUniversal's Audience Studio advanced advertising capabilities, including its Audience Targeting Platform to reach relevant audiences.
The four linear advertisements, ranging from 15 to 60 seconds, will appear on the networks of Bravo, CNBC, E!, Golf Channel, MSNBC, NBC, NBC News, NBCSN, Oxygen, Syfy, Telemundo and USA Network. This unified campaign is supported by NBCUniversal's symphony effort, the company-wide initiative that leverages NBCUniversal's unparalleled assets to maximize consumer awareness and engagement.
Further, elements running on NBCUniversal's strategic partners will include content on BuzzFeed, advertising on Vox Media through the Concert offering and on Snapchat. Additionally, the creative content will be amplified through NBCUniversal's Social Synch capability and will be featured through the Apple News app on May 15.
"For this year's Upfront messaging, we're going beyond the traditional trade media buy and taking advantage of our own assets because we know there's no better way to scale a marketing campaign across platforms and target the audiences we need to reach than with what's right within our own portfolio," said Linda Yaccarino, Chairman, Advertising Sales and Client Partnerships, NBCUniversal. "From entertainment to our Hispanic networks, from news to sports, we want to remind everyone that NBCUniversal is the place that has the best premium content. It's those capabilities, the contextually relevant content and talent, that will be on stage on May 15 at Radio City."
The campaign will feature familiar faces from across the entire NBCUniversal portfolio including talent from E! News, "El Señor de los Cielos," "The Magicians," "Morning Joe," "Mr. Robot," NBC Nightly News, NBC Sports, "Odd Mom Out," "The Profit," "Saturday Night Live," "The Royals," "Señora Acero," "Squawk Box," "This Is Us," TODAY, "Top Chef," "The Voice," WWE, and many more.
The campaign creative was produced by NBCUniversal's Content Innovation Agency.