• by Wayne Friedman , April 5, 2017

NBCUniversal is launching a TV-business upfront campaign through its own networks -- with a series of TV commercials -- for the first time.

“For this year's upfront messaging, we're going beyond the traditional trade media buy and taking advantage of our own assets,” stated Linda Yaccarino, chairman of advertising sales and client partnerships for NBCUniversal.

She added: “We know there's no better way to scale a marketing campaign across platforms and target the audiences we need to reach than with what's right within our own portfolio.”

The campaign, which will run now through the company's upfront presentation in New York City on May 15, will feature four linear TV commercials, from 15 to 60 seconds in duration, on Bravo, CNBC, E!, Golf Channel, MSNBC, NBC, NBC News, NBCSN, Oxygen, Syfy, Telemundo and USA Network.

This is in addition to marketing efforts through non-TV related platforms. Other digital platforms will also see exposure of the upfront campaign -- including BuzzFeed, Vox Media, and on Snapchat.  NBC is a major investor in BuzzFeed, Vox Media and Snapchat.

The campaign will feature on-air talent from many NBCUniversal programs on E! News, “El Señor de los Cielos,” “The Magicians,” “Morning Joe,” “Mr. Robot,” NBC Nightly News, NBC Sports, “Odd Mom Out,” “The Profit,” “Saturday Night Live,” “The Royals,” “Señora Acero,” “Squawk Box,” “This Is Us,” “Today”, “Top Chef,” “The Voice”  and WWE.

The campaign creative was produced by NBCUniversal’s Content Innovation Agency.