The owner of Peacock, NBC, Telemundo and a host of cable TV networks has shared details of its 2022-2023 global, national and local Upfront.
In short, NBCUniversal couldn’t be prouder, as its brags of “the impact, value and scale” its tech-enabled “One Platform” trading model has brought to the Comcast-owned media unit.
Just how robust was NBCUniversal’s 2022-23 Upfront?
It was the highest-grossing Upfront since Comcast’s acquisition of NBCUniversal. Plus, NBCUniversal’s One Platform “is driving a halo effect for the industry across unified, enterprise-scale partnerships with 48% year-over-year growth,” NBCU says.
This year marks the second local-to-global Upfront, with more agencies prioritizing local budgets. For 2022-2023, “significant category growth” was seen across Retail, QSR, CPG, Technology, Social and Streaming sectors. Pharmaceutical’s near 40% increase outpacing all industries, followed by Travel’s “strong return” to the market with a 30% increase.
The highest digital and streaming intake was also seen in the just-concluded Upfront, with almost 20% growth year over year, and Peacock doubling Upfront commitments to more than $1 billion.
Meanwhile, NBCU says more than 40% of Upfront business was conducted outside traditional age and gender guarantees. And, there was strong demand across cable, with pricing “on-par with broadcast rates.”
Linda Yaccarino, Chairman of Global Advertising & Partnerships at NBCUniversal, commented, “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.”
