Beverly Hills, California — Broadcast TV's network leader NBC wants business writers and critics to focus more on overall viewing — not just live program viewing measures.
Speaking at the Television Critics Association meeting, Bob Greenblatt, chairman of NBC Entertainment, explained that looking at business holistically, it is doing very well.
“Delayed viewing and digital are not only keeping things afloat, they are getting stronger,” Greenblatt says. “The revenue we get from all the delayed viewing is significant. .. We are following the money.”
Jennifer Salke, president of NBC Entertainment, adds: “Our shows are more profitable. We are figuring out a way to monetize these shows.”
As other TV networks have shown, Greenblatt says, many TV shows’ delayed viewing through 35 days and beyond is yielding big results.
For example, the premiere episode this past season of “This is Us” — one of NBC’s big hits — started with a 2.8 live program-plus-same day Nielsen 18-49 ratings. But adding in all the delayed viewing through 35 days boosted that rating number to 13.
“The Good Place” started with a 2.3 for its season premiere episode and rose to a 6.1 for live program, 18-49 ratings through 35 days. “Saturday Night Live” started with a 2.3, rising to a 5.3.
The Voice” with its season premiere episode had 3.3 live program-plus-same day ratings, rising to a 5.5 rating through 35 days.
“This is how the audience for TV watches,” says Greenblatt. “I could use your help getting the word out.”
NBC's shows can be seen on 14 different digital platforms. When it comes to mobile and tablets, consumers have downloaded the NBC app 35 million times, he notes.
Greenblatt says the hope is that younger digital viewers will move back to watching NBC on new live, linear digital TV services, such as Sling TV.
NBCUniversal said that in this past upfront, for the coming 2017-2018 TV season, all its TV networks and digital platforms pulled in $6.5 billion — up 8% from a year ago.
NBC was No. 1 among all broadcast networks in the 18-49 demo for the fifth year in a row. Greenblatt says the network did all this without a Super Bowl or Olympics programming.