As the coronavirus threat begins to abate and travel picks up, NBCUniversal has expanded its partnership with airport out-of-home media company ReachTV to span more content and add ad sales collaboration.
ReachTV is a linear, cloud-based Nielsen-rated short-form OTT entertainment network that serves original content and content from NBCU, Bloomberg, DraftKings, The Hollywood Reporter and other platforms in more than 90 airports across the U.S., Canada and the U.K.
NBCU has been providing content to ReachTV since 2019, through NBCU Local’s digital out-of-home business, NBC Everywhere.
Under the expanded deal, NBCU will add more programming hours across more content genres. The national and local content will span news, entertainment and sports.
At launch today, NBCU’s ReachTV offerings include NBC News, MSNBC, CNBC, Peacock, NBC Sports and Olympics, NBCUniversal local news and lifestyle programming (“George to the Rescue,” “Open House,” “First Look”), Cozi TV, LX, “The Kelly Clarkson Show” and “Ellen.”
In Q3, NBCU’s offerings will expand to include content from late night, E! News, Bravo, Fandango and more.
The content includes a mix of short (2 minutes), mid-length (5 to 7 minutes) and long form (10 minutes up to full episodes) formats.
The sales agreement calls for the companies to cooperate on marketing ReachTV to clients and agencies, with NBCU adding ongoing sales support and its own market intelligence to ReachTV’s targeting capabilities.
More than 1 billion people annually travel through the airports served by ReachTV, according to the company.
“Travel is coming back faster than predicted, with airports already surpassing 75% of 2019 passengers for the last 30 days and more than 1.9 million people flying the Friday and Monday of Memorial Day weekend alone," noted ReachTV CEO and founder Lynnwood Bibbens.
In its release, NBCU points out that ReachTV is a certified minority business.