NBCUniversal announces key changes in advertising during coronavirus outbreak
NBCUniversal has announced an initiative that will reduce the amount of commercials during the coronavirus pandemic — while filling that leftover time with content from across its empire and public service announcements — all backed with stepped up marketing services for advertisers.
As advertisers scale back ad budgets and switch to different messaging amid the growing financial crisis tied to the outbreak, NBCU is tweaking how its traditional commercial breaks look.
Although no specific data illustrated exactly how much commercial time is being cut, NBCU did say it will use at least some of that time to increase news and information content, including crucial reporting on coronavirus facts.
In addition, the networks of NBCU will also begin inserting short clips from “The Tonight Show Starring Jimmy Fallon,” “Late Night with Seth Meyers” and “Watch What Happens Live with Andy Cohen” as a way to add some smiles and laughs to its breaks.
The networks will also air more PSAs and is also donating airtime for to advertisers looking to air more public service style spots.
According to a blog post, NBCU is also giving its advertising partners more “access” to custom marketing, remote production, creative services, brand assets and talent “without the associated fees.”
In addition, the company is offering free editing and translation services to advertisers looking to create both English and Spanish versions of ads. Additional opportunities include waive technology fees on its “new commerce technologies.”