two third Peacock22 million subscribers have recently viewed universal theatrical film, NBCUniversal streaming service announced newfronts Presentation Tuesday.
Emphasizing the value to advertisers of the pay-1 window for Universal films, the company told ad buyers in the audience that 95% of viewers expressed a favorable opinion of the advertising experience during the movies. Fresh releases usually only contain pre-roll commercials and are then streamed without commercial interruptions. The new pay-1 setup came about last year as Universal’s output deal with HBO reached its end and the NBCU, like all media players, re-examined its pay-1 strategy in light of streaming.
The NewFronts event unfolded against a rancorous backdrop as WGA members set up a picket line on Fifth Avenue just outside the venue, forcing attendees to wade through hundreds of picketers. On the corporate front, NBCU is also regrouping following the abrupt ouster of former CEO Jeff Shell.
At the company’s One23 event earlier this year, the company touted options like Spotlight+, Marquee, and Power Break, while building out different technologies and products for advertisers. “We want our viewers to engage with brands that are valuable and relevant to them, which is why our new advertising innovations are powered by our first-party data, shoppable capabilities, and a platform that enables our viewers to engage with brands that are valuable and relevant to them,” said Peter Blacker, EVP, Streaming & Entertainment. take advantage of the scale of Head of Data Products and Diversity, Equity and Inclusion, Global Advertising and Partnerships, NBCUniversal.
In addition to the Pay-1 Universal title, Peacock also highlighted upcoming films such as the LeBron James doc Shooting Stars, which has received advertising support from Capital One, Google Pixel and State Farm; and Bernard and the Genie. The latter stars Melissa McCarthy and has been described as a “unique adaptation” of the 1990s film by screenwriter Richard Curtis.
“Peacock has emerged as the most complete US streaming service in the market with an undeniable value proposition for both our viewers and our partners,” said Kelly Campbell, President, Peacock and Direct-to-Consumer. “Streaming began as a business that put consumers first, and we’re committed to keeping it that way with content and experiences that viewers can only find on Peacock.”