Lester Holt of Nightly News and César Conde, Chairman of NBCUniversal News Group
NBCUniversal held its traditional Upfront 2024 presentation at Radio City Music Hall in New York, featuring an array of prominent talents such as Kelly Clarkson, Michael Bublé, Jimmy Fallon, Seth Meyers, members of the Saturday Night Live cast, and stars from the company’s shows. Additionally, the first trailer for the highly anticipated movie Wicked, starring Ariana Grande and Cynthia Erivo, which debuts this November, was unveiled.
Executives who took the stage included Mark Marshall, president of Global Advertising and Partnerships at NBCUniversal; Mark Lazarus, Chairman of NBCUniversal Media Group; Donna Langley, Chairman of NBCUniversal Studio Group and Chief Content Officer; and César Conde, Chairman of NBCUniversal News Group.
ONE PLATFORM TOTAL AUDIENCE
Marshall highlighted the groundbreaking One Platform Total Audience, a tool launched at CES in January this year that allows marketers to target audiences across linear and digital platforms within a single media plan. He shared impressive results from their first-quarter performance:
“We partnered with Amgen and OMG to run two parallel campaigns with identical budgets. One used One Platform Total Audience, while the other was a traditional transaction. The results exceeded our expectations: One Platform Total Audience delivered a 38% increase in target audience reach and a 22% rise in search volume.”
Marshall also detailed a similar campaign with Domino’s and GroupM, tracking real purchases through their app and website. “The One Platform Total Audience program achieved a 38% increase in sales compared to our traditional plan,” he stated. This success is attributed to connecting with the right consumer at the right time, leveraging premium content, data, and combining linear and streaming environments in a brand-safe setting.
273 MILLION MONTHLY INTERACTIONS
Lazarus emphasized the extensive reach of NBCUniversal’s content: “273 million people engage with our content every month.”
“We are committed to these audiences from morning to night across TV screens, mobile screens, movie screens, and even off-screen with events like BravoCon and experiences in our Universal theme parks. We cover sports, scripted entertainment, unscripted entertainment, and news, rooted in journalism, in both English and Spanish,” he noted.
RELIABLE INFORMATION
Conde underscored the critical role of news, especially during significant times: “We are living through monumental times. It is in moments like these that our audiences know they need the most reliable information. This is when we see our highest levels of engagement and when our audiences depend on us the most. It’s a responsibility we take very seriously.”
He highlighted NBCUniversal’s leadership in news with iconic and trusted brands: “From NBC News to CNBC and MSNBC, from Telemundo to our streaming news platform NBC News NOW, and our numerous local stations and affiliates nationwide, we lead in lifestyle, business, and more.”
The event showcased NBCUniversal’s commitment to innovation, audience engagement, and delivering premium content across various platforms, solidifying its position as a leader in the media industry.
