NBCUniversal to Cut Prime-Time Ads by 20 Percent

NBCUniversal is planning to decrease the number of advertisements by 20 percent and ad time by 10 percent across its networks during its original prime-time programming.

The company is making reductions in more than 50 prime-time original shows across its entire portfolio. Additionally, NBCU will launch a new 60-second contextually-programmed “Prime Pod” in the first or last break of a show, dedicated to up to two advertisers, “for stronger impact with viewers,” it says. NBCU will use a new AI-based contextual content targeting product that combs through scripts and data sources in an effort to ensure that every ad is more “contextually relevant” to its audience.

Linda Yaccarino, chairman of advertising and client partnerships at NBCUniversal, said: “Sometimes, a little bit less means a whole lot more. The industry knows that television is already the most effective advertising medium there is, but we need to make the experience better for viewers. We promised some big swings last fall to move our industry forward and this is the first one. Now, NBCUniversal is advancing the TV experience as consumer behavior has evolved: lower ad loads, more innovation and more targeting. We’re reimagining the advertising experience for consumers, marketers and the entire industry.”