• by Wayne Friedman , January 8, 2024

NBCUniversal says an initial batch of advertising deals for its new One Platform Total Audience technology platform is sold out for the first quarter of 2024, with an overall goal of its One Platform to transact 50% of its business on “strategic audiences” this year.

Its initial rollout of advertising categories for specific campaigns -- technology, retail and auto categories -- are sold out. NBCU did not provide specific details.

NBCU says "Total Audience" includes  NBCU premium linear TV and streaming inventory, as well as Comcast Corp. linear inventory (local cable TV advertising avails), paired with first-party data from NBCU, marketers, and/or third-party companies.

The platform touts a reach of 226 million adults monthly, and that 95% of its audiences consume its content (linear and/or streaming) through a television screen versus a mobile device or desktop.

Total Audience platform will be rolled out more broadly to the marketplace in the second quarter. NBCUniversal will add programmatic guarantees for media buys with One Platform Total Audience.

NBCU says nearly 60% of its advertising clients are using audience-based buying -- up 25% compared to a year ago.

In a release, Chairman of NBCUniversal Global Advertising & Partnerships Mark Marshall said: 

“2024 will be a watershed year for change. Seismic shifts in measurement will throw everyone’s media mix models up in the air, presenting a singular opportunity to transact on strategic audiences and measure real KPIs for marketers.”