Earlier this week, NBCUniversal announced that it will reduce ad inventories and introduce new formats to reduce the amount of ad time in its programming as at-home consumers watch more TV.
Now, we have a specific example.
Through an exclusive Target sponsorship, NBCU launching a series of “Stay-In Theater” family movie nights on the USA, Syfy and E! and Telemundo cable networks, each with nearly a half-hour less of advertising than normal.
On three consecutive Friday nights, starting tonight, NBCU will simulcast three movies from Universal’s “Harry Potter” franchise across its USA, Syfy and E! cable networks.
In addition, on three consecutive Saturday nights, starting this weekend, it will run Universal Studios family films in Spanish (“Kung Fu Panda 2,” “Zootopia” and “Max”).
The movies will be telecast with the standard 6 minutes of local ad time, but just 1:15 in national ad time (versus the usual 35-minute average).
In addition, about 7 minutes of promo time has been “repurposed” to show “fun, behind-the-scenes content” related to the movie, according to NBCU.
“Thanks to presenting sponsor Target, viewers across America can tune in to family-friendly films with very limited commercial interruption,” stated Josh Feldman, NBCU EVP, head of marketing and creative advertising. “Families around the world are staying at home to stay safe and stop the spread. NBCUniversal is committed to providing the content and viewing experiences that will create special family bonding moments.”