• by Wayne Friedman , April 6, 2020

NBCUniversal says media usage/viewing data across many industry networks and platforms -- as well as on its own network and platforms -- is sharply higher because of the impact of COVID-19, driving greater at-home usage. 

At the same time, NBCU said it would be cutting back on some advertising inventory.

Linda Yaccarino, chairman, advertising and partnerships of NBCUniversal, in a statement said: 

“We’re committed to making the consumer viewing experience even better, and are launching new ways to minimize ad time -- from giving time back on news networks for more minutes of content to short-form entertainment moments in what would have been ad pods.”

For the two-week period from March 16 through March 29, overall usage of TV among viewers 18-49 increased by 25% year-over-year -- 20% on linear TV networks and 80% in digital usage across video and non-video activities, says NBCUniversal. Data comes from the Nielsen NPower service.

In addition, NBC says, the major subscription video-on-demand services are showing hefty gains versus pre-COVID periods with Netflix, 28% higher, Hulu, 16% more and Amazon with a 21% gain. NBCU says newer DTC entertainment services such as Disney+, HBONow are also up in subscribers and consumption growth.

Since March 16, NBCU says, in comparison to all media companies, its total networks/platforms are up 27% -- versus 7% when looking at the industry as whole. Over this time period, NBCU’s digital full episode viewing is up 69% year-over-year.

In the statement, Yaccarino said: “Some marketers across every industry have asked to pause their advertising plans or shift their messages.”

She added: “We're pitching in across every aspect of our business -- from providing free internet to creating and distributing a nationwide PSA campaign, supporting small businesses, making our news coverage more widely available.”