• by Wayne Friedman , January 25, 2021

NBCUniversal and Twitter are expanding their seven-year advertising and live event content-focus deal worldwide.

The U.S.-based agreement, which started in 2013, will now include NBCUniversal's Sky, the European media company and pay-TV broadcaster.

The deal allows specific campaigns in NBCU's advertiser deals -- which may be part of an overall package of NBC media -- to include access to content on Twitter.

NBC says that since 2013, Twitter-connected ad deal-making has grown 10x -- increasing from 20 campaigns in 2014 to 201 campaigns in 2020.

Last year, global video views for all NBCUniversal Twitter handles grew 26% on average, alongside a 25% increase in campaigns year-over-year.

The new agreement “expands social inventory worldwide for marketers through Twitter and from NBCUniversal's One Platform -- the company’s media-buying platform for all its media properties. Last year, NBCU expanded One Platform globally.

The bulk of the content will come from live TV events -- real-time sports highlights, red carpet live streams. This will include NBC's “The Golden Globes,” Telemundo's “Billboard Latin Music Awards,” “E! People's Choice Awards” and NBC's “Macy's Thanksgiving Day Parade,” as well as content from NBC Sports, Sky Sports and Golf Channel.

Overall, viewers will get exclusive content connected with more than 30 upcoming live events.

NBC says that as part of the deal, Twitter will provide broader sales support for NBCUniversal's advertising partners to help marketers connect content to audiences.