NBCUniversal has confirmed that it will seek prime-time TV rates for ads on its Peacock streaming service.
NBCU has made significant investments in Peacock’s reach, in special ad formats, and in delivering a non-cluttered, impactful ad environment by running only five minutes of ads per hour on the service, the network’s President of Advertising Sales and Partnerships, Laura Molen, told Variety.
“We are committed to building this space for marketers and keeping consumer engagement around their ads. Our pricing is going to reflect this,” she said.
NBCU is not alone. As streaming expands while linear TV ratings decline, and ad dollars follow viewers, all legacy media companies are expected to push hard for premium rates for streaming ads -- including during this year’s upfront, as Variety points out.