NBCU Commits to $1 Billion in Ad Deals That Move Beyond Nielsen Guarantees
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Ahead of this year’s upfront marketplace for ad time in the next TV season, NBC Universal is expanding the amount of inventory it would sell based on data other than traditional Nielsen demographics guarantees.
The company is setting aside $1 billion in inventory to sell in deals pegged to non-Nielsen guarantees, more than double the business it conducted that way last year, according to a spokeswoman. It is also opening negotiations to advertisers in any category, in both the upfront and the year-round scatter market, after limiting 2016 deals to certain clients during the upfront.
And it is expanding its targeting and alternative guarantees to its Symphony campaigns, which allow marketers to incorporate all of the company’s TV and digital assets. NBCU’s portfolio includes the NBC broadcast network and cable channels including Bravo, Syfy and USA Network.
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