NBCUniversal and Sky World News announced a partnership to launch a new global business offering advertising and partnership opportunities across both leading media companies, from Sky's global IP to international news. It will now be available for purchase worldwide through NBCUniversal's One Platform. After significantly reducing ad loads on special programming during the pandemic, NBCUniversal's new strategy consists of further trimming ad loads on news programming by two minutes and eyeing a reduction of 15-second ads. The initiative forms part of an ongoing effort to transform the industry, which is facing intense economic pressure as a result of the Covid-19 pandemic. This will enable marketers to leverage the unparalleled scale and content that only Comcast-NBCUniversal-Sky can provide with one easy way to optimize, plan, deliver, and measure their investment.
The leaders of the new global advertising division will be announced in the coming weeks and will report to NBCUniversal Chairman Linda Yaccarino as well as partner closely with Sky Chief Business Officer Patrick Béhar. The latest chapter in NBCUniversal and Sky's partnership consists of companies creating a new advertising solution, which gives marketers access to the full breadth of premium content and advanced advertising capabilities that each brings to market, providing advertisers scaled content, technology, and partnership opportunities. Now, global brands and international marketers can connect with audiences across the largest portfolio of premium content in the U.S. and access Europe’s leading media and entertainment company across all screens in a holistic partnership construct.
The global opportunities that are now available to marketers via NBCUniversal's One Platform include Unparalleled Content, Global IP & Influential Talent: Advertisers have a direct line into Comcast, NBCUniversal and Sky's industry-leading $24 billion investment in premium content, with access to global IP from SNL to Game of Thrones, as well international news efforts. Global-scale and multiplatform TV distribution will also be offered. with NBCUniversal and Sky’s ability to reach an audience that spans more than half a billion viewers every month in more than 160 countries, giving marketers a global scale through world-class TV content on every screen, live and on-demand. Data and strategic targeting are also offered through AdSmart, which enables marketers to target the right consumers for their brand and business objectives across screens and markets in the US and abroad. Industry-leading measurement is also included, providing brands outcome-based measurement and transparency into the cross-platform delivery of their buys through CFlight, the next-generation measurement system. Other features include worldwide creative solutions and cultural trends and insights, through which advertisers can tap into NBCUniversal and Sky’s creative teams and production resources, including the Catalyst agency, to create original branded content, adapt and localize existing creative, and partner with the leading talent in the business both in front of and behind the camera.