NBCU Believes Less Clutter Is Better

NBCU Courting Advertisers with Less ClutteWith the coronavirus cutting into economic activity and advertising revenues, NBCUniversal is reaching out to tell ad clients that it’s got more viewers, more content and more ways to help them do business during the crisis.

Broadcasting&Cable reports NBCU said it is looking to reduce commercial load to make room for more content and more effective and innovative messaging. It said it has research about how consumers habits are changing and it's offering technical support, free editorial services and additional air time for public service campaigns.

Linda Yaccarino

“This global health crisis has asked all of us to step up and do more,” said Linda Yaccarino, NBCU chairman, advertising and partnerships in a blog post Monday. “At Comcast NBCUniversal Sky, we've been trying to do our part too while holding true to our values by putting our employees, audiences, and partners first.”

While Americans are turning to NBCU for news and entertainment, Yaccarino noted that “some marketers across every industry have asked to pause their advertising plans or shift their messages, and they're looking for ideas, tools, and strategies from their most trusted partners. So, in light of everything we're seeing and hearing, we want to do what's right for our audiences and marketers.”

That includes putting more content and less commercial time on its networks and web properties, Yaccarino said.

AdWeek reports the ad reductions will occur in news programming, late-night NBC and Bravo shows, reality programming, competition shows like America’s Got Talent and other cable originals.

The company did not specify exactly how much ad time will be reduced, or whether the changes will come via eliminating ad pods entirely or reducing their size, as NBCU will be taking different approaches to various programs. In some cases, pods will be shrunk; in others, a spot might be replaced with a shoppable ad. Or NBCUniversal’s 60-second “prime pods” might be replaced with a highlight from a late-night show.

The changes will be permanent. NBCUniversal does not plan on reverting to its current ad loads at the conclusion of the pandemic.