Comcast Corp.’s NBCUniversal is planning an expansive marketing rollout for its coming streaming service, Peacock, including ads on and off its TV networks and websites, cross-promotions with launch sponsors and pay-TV companies that distribute its channels, and a major presence during its coverage of the Olympics this summer, reports The Wall Street Journal.
NBCUniversal’s spending on its Peacock campaign likely will exceed $300 million in its first year, according to a person familiar with the matter. The Wall Street Journal previously reported that NBCUniversal would spend $100 million outside of its own properties and at least double that on its own channels and platforms.
Launch sponsors, which include Unilever PLC, State Farm Mutual Automobile Insurance Co. and Target Corp., have also agreed to promote the streaming service on their websites, in their own media and in stores, the person said.
Sponsors have also committed hundreds of millions of advertising dollars long-term to Peacock, the person said.
The marketing plan for Peacock also includes NBCUniversal’s pay-TV distributors, which have agreed to promote the streaming service in their own marketing efforts, the company said.
Peacock will be available in several tiers, including two different ad-supported options. One will be free for cable customers of Comcast and Cox Communications Inc., but will require others to pay a monthly fee.
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