NBCU Brings In Nearly $6.5 Billion In Upfront, Tripling Its Volume Of Audience-Based Buys

The result of NBCUniversal’s 2017-2018 upfront: Bookings volume increased by 8% to nearly $6.5 billion, according to the company.

Although total volume growth was slightly softer than last year’s 10% increase, NBCU clocked positive momentum across its portfolio.

NBCU commanded high single-digit CPM increases across all inventory, including late night and sports. (Those figures don’t include tentpoles like the Olympics, Super Bowl and World Cup – NBCU didn’t break out the specifics about how that trifecta performed.)

Separately, cable entertainment CPMs across networks like Oxygen and Bravo TV also had high single-digit increases in CPMs while NFL sales volumes were up 5% for Sunday and Thursday football. 

Digital video commitments across NBCU’s portfolio were strong – up 42% versus last year – while revenue generated by digital partnerships (such as BuzzFeed, Vox and Snap) increased 68% compared to last year, to $125 million.

NBCU’s ad sales chairman appeared to make good on the network’s push to drive more audience-based upfront deals, as NBC’s Audience Studio tripled its number of “data-driven” commitments over last year.

Although NBCU was an early mover in programmatic TV, its “high-touch” client partnerships team, which collaborates directly with advertisers on opportunities like branded content, drove 26% more revenue this upfront season than last.

Enjoying this content?

Sign up to be an AdExchanger Member today and get unlimited access to articles like this, plus proprietary data and research, conference discounts, on-demand access to event content, and more!

Join Today!