AmEx, NBC Deal Means More Content, Fewer Ads For 'Today'

American Express will extend its marketing effort with NBCUniversal on the “Today” next week, eliminating many commercials and adding more content. Financial terms of the deal were not disclosed.

NBC says the marketing push will include 27 minutes of programming. Tune-in promotion for the campaign will begin today, with promos running in-show and on NBC.

This will mean bigger segments during “Today’s” three-hour morning segments, expanding its “Trending” segments in the show’s 8 a.m. hour, as well as opening conversations in the 9 and 10 a.m. hours. 

In addition, the American Express Blue Cash Everyday Card-sponsored effort will reduce pre-roll advertising on digital videos on, and provide “behind-the-scenes” videos on the show’s digital site and social platforms.



The original effort between American Express and NBC began in February 2016, coinciding with Leap Day.

Over the past year, American Express has spent $141.7 million on national TV, with $28.1 million going to NBC, according to 

During this period, it spent $27.1 million on ABC, $17.6 million on TNT, $16.2 million on CBS and $9.8 million on Fox. Heavy spend on particular TV shows has gone to NBA and NFL programming, as well as NBC’s “The Voice” and ABC’s “Academy Awards.”

In the most recent two-week period -- September 30 through October 13 -- American Express spent $1.7 million on NBC.

2 comments about "AmEx, NBC Deal Means More Content, Fewer Ads For 'Today' ".
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  1. Darrin Stephens from McMann & Tate, October 14, 2016 at 3:52 p.m.

    So the most valuable and cluttered hour, 7am remains a commercial whorehouse.

  2. Ed Papazian from Media Dynamics Inc, October 14, 2016 at 5:49 p.m.

    Wayne, I'm confused. Is AMEX taking over entire telecasts or segments of the "Today Show" and greatly reducing in-show ad clutter in them---by how much, btw?---or is this something that applies to all "Today Show" telecasts? I assume that it's the former. If so, how many telecasts or segments will AMEX "sponsor" in this manner? Also, I assume that everyone realizes that "Today" is not exactly a mass audience vehicle and that the AMEX ploy will apply to a relatively small number of viewers on a occasional basis. In other words, this is probably not the forerunner of a massive across-the-board reduction in TV ad clutter that some people imagine is coming.

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