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Why the Paris Games - and Patrick Mahomes - May Put Peacock into a New Stratosphere
Next in Media
English - May 21, 2024 09:00 - 27 minutes - 25.4 MBMarketing Business News Tech News marketing advertising media data technology connected tv retail media ctv next in media Homepage Download Google Podcasts Overcast Castro Pocket Casts RSS feed
Next in Media spoke with Alison Levin, President, Advertising and Partnerships at NBCUniversal, about how the company is opening up the Olympics to a whole new crop of advertisers while trying to cater to Gen Z's viewing habits. Levin also talked about TV's attribution challenge and whether this is the year of "T-Commerce."
Takeaways
• Brands are leaning in to tell bigger stories and are interested in surrounding content with meaningful narratives.
• Strategic audiences and attribution are top of mind for advertisers, as they seek to move beyond age and gender targeting.
• The Olympics on Peacock will offer new advertising opportunities, including programmatic buying and shoppable ad units.
• Live sports continue to be a valuable asset for NBCU, with high viewership and co-viewing.
• The TV market is evolving, and NBCU is focused on proving the value of its full portfolio and driving purchase behavior.
• Attribution and measurement are key challenges, but NBCU is working on partnerships and tools to address them.
• Clean rooms and programmatic buying are growing in importance, attracting both big advertisers and new brands.
• Programmatic buying in live sports has seen significant growth, fueling client diversity and increasing spend.
Chapters
00:00 - Introduction and Upfront Season
02:46 - Strategic Audiences and Attribution: Moving Beyond Age and Gender
05:36 - Reimagining the Olympics on Peacock
07:33 - The Value of Live Sports
11:26 - Challenges and Opportunities in the TV Market
15:02 - The Need for Better Attribution and Measurement
25:58 - Programmatic Growth in Live Sports
Guest: Alison Levin
Host: Mike Shields
Sponsored by: Epsilon
Produced by: Fresh Take