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NBCUniversal Upfront Deals ‘Roughly in Line’ With 2022

In 2022, NBCU reported securing $7 billion in upfront deals across broadcast, cable, and digital platforms.

Maddy Troy

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NBCUniversal logo

NBCUniversal has completed its upfront deal-making process, reporting results roughly in line with last year’s performance, according to company representatives. In 2022, NBCU reported securing $7 billion in upfront deals across broadcast, cable, and digital platforms.

This year, TV advertising analysts have predicted an overall rare decline in volume for the entire upfront TV advertising market, which usually amounts to approximately $20 billion annually.

According to Media Post, the estimated decline is expected to be around 5%. Media-buying executives were also anticipating a decline in cost-per-thousand viewer pricing (CPMs) of approximately 3% to 5%. However, NBCU did not disclose specific financial advertising details.

TV networks have encountered multiple challenges in this marketplace. This includes ongoing strikes, such as the writers’ strike that began in the spring and the recent strike of the Actors Guild SAG-AFTRA. These strikes have significantly disrupted scripted TV production for the upcoming fall TV season.

Adding to the complexities, there has been a weakness in selling TV inventory during the “scatter” market in the first and second quarters, with pricing remaining flat compared to upfront pricing set a year ago. Scatter TV deals involve brands purchasing network TV advertising closer to the planned airing dates.

Despite the challenges, NBCU’s streaming service, Peacock, has shown positive growth. Peacock has seen a 30% increase in upfront commitments compared to last year and a 60% growth over the past two years. In the previous year, Peacock generated more than $1 billion in upfront advertising revenue.

Sports programming remains a key driver of upfront sales for NBCU. The company reported a 50% increase in sports TV advertising revenue across broadcast, cable, digital, and Peacock compared to the previous year, with Peacock playing a major role in this growth. Next year, NBC will have the rights to broadcast the Paris Summer Olympics.

Additionally, NBCU highlighted the growth of programmatic advertising, indicating a 50% increase compared to the same period last year. Programmatic deals can now be made across 17 advertiser demand-side platforms (DSP), enabling brands to air commercials closer to their desired air dates.

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Media Business

Median Age of Podcast Users Nearly 30 Years Younger Than Cable TV

“The ascent of podcasting signals a shift towards on-demand content consumption that aligns with the lifestyles and preferences of younger generations.”

Barrett News Media

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A photo of a podcast user's cell phone

It is no secret that cable TV has seen the age of its viewers continue to rise. But the entire picture is coming into view when juxtaposed against other mediums like radio and podcast users.

A new report from Amplifi Media shows that the median age of cable news viewers is 70. MSNBC is 70, Fox News is 69, and CNN is 67. That median age means that more than half the viewers are actually older than 70 years old.

Network television isn’t a much brighter picture. In primetime, the median age is 64. FOX has the youngest number at 49.5.

However, the median age of podcast consumers comes in at 34.

Steve Goldstein, Founder and CEO of Amplifi Media, believes the drastically younger demographics of the medium make it an ideal platform for advertisers.

“The ascent of podcasting signals a shift towards on-demand content consumption that aligns with the lifestyles and preferences of younger generations,” wrote Goldstein. “We live in an on-demand world, and while other media are adjusting (think streaming apps and YouTube), podcasting has three not-so-secret ingredients that traditional media struggle to match: intimacy, flexibility, and loyalty, which makes podcasting an ideal platform for engaging storytelling, niche topics, and fresh takes.”

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Media Business

Majority of Media Advertising Projected to Be AI-Aided By End of Decade

Forecasts show that 69.5% of all advertising revenue will be AI-aided, while that number is expected to grow to over 90% by 2029.

Barrett News Media

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The rise of artificial intelligence in media has been a focus for several years. But the use of AI in advertising is just getting started, and a new study suggests it will influence the space in the years to come.

GroupM has released its This Year Next Year forecast. In its projections, it believes that AI will be a prominent tool in advertising optimization. By the end of 2024, it forecasts that 69.5% of all advertising revenue will be AI-aided, while that number is expected to grow to over 90% by 2029.

The company also projects that AI-generated content in advertisements will account for 1.6% of all commercials in 2024. GroupM believes that figure is likely to grow to 10.7% by the end of the decade.

While the organization forecasts an increase of $365.9 billion, up 5.8% compared to previous projections, it shows a 1.5% drop in revenue for terrestrial radio, according to RadioInk.

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Media Business

Broadcasters Foundation of America Set for Annual Giving Day Thursday

More than 1,000 broadcasters have been aided by the organization.

Barrett News Media

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A photo of the Broadcasters Foundation of America logo

The Broadcasters Foundation of America is set to hold its annual Giving Day on Thursday, June 13th.

For more than 70 years, the organization has supported broadcast radio and television professionals during challenging financial times. More than $20 million in grants have been funded by the foundation since its inception.

More than 1,000 broadcasters have been aided by the organization.

To donate to the fund, click here.

In addition to its Giving Day, the organization will hold a mixer at the iHeartMedia studios in New York from 5:30-7:30 PM on Thursday.

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