• by Wayne Friedman , June 20, 2023

NBCUniversal has struck a deal with Group Black to be the exclusive advertising-sales platform for Black-led comedies, dramas and films on Peacock.

Group Black, which has a collection of Black-owned media, says the effort will help brand partners reach wider and more diverse audiences through Black media, creators and content.

The partnership was announced on Juneteenth, the U.S. holiday commemorating the emancipation of enslaved African-Americans.

NBCUniversal has curated a collection of Black-led and diverse content through Black Excellence 365 for exclusive marketing and advertising sales by Group Black.

Shows will be offered through the premium Peacock AX programming platform (Peacock Audience Extension).

The companies cite a study conducted by Nielsen, which found that 55% of Black viewers are more likely to buy from brands that advertise in inclusive content. 

“What we know is that brands want content that is premium, brand safe, and also provides the amplification that streaming can give,” says Cavel Khan, Group Black's Chief Growth Officer. 

In 2022, Procter & Gamble pledged a nine-figure advertising buy through Group Black. Group Black's Travis Montaque and Richelieu Dennis launched the company in June 2021 with an initial $75 million advertising deal from GroupM.