NBCU Extends Out-Of-Home Sales With Arena Deal

Looking for ways to extend its ad platforms beyond traditional TV and the Internet, NBC Universal has inked a deal allowing it to sell space on a stadium network that targets fans at concession stands.

The deal with Arena Media Networks gives NBCU an opportunity to provide content clips to the 10-minute-loop network from NBC Sports and News and Entertainment divisions. It will also supply local content from its owned-and-operated stations that is germane to the stadiums' locales.

On the ad sales front, NBCU can package deals with marketers that are eager to reach an audience in an out-of-home environment, extending their efforts on-air and elsewhere. (NBCU said Chevrolet has signed on in Chicago so far and Gallo in New York.)

NBCU has been moving aggressively to launch joint ventures with other out-of-home media companies that offer networks in supermarkets and in cabs, for example. Such alliances give the net sales growth on traditional platforms, particularly at its 10 local stations.

NBCU executive Mark French said the Arena Media deal allows NBCU "to extend our digital place-based offerings," and an opportunity to "deliver customized marketing solutions to our core advertisers."

The Arena Media Networks inventory runs in stadiums during all events, from sports to concerts. The content comes in a 10-minute loop, with some updates targeted for a specific event.

Tom Kiernan, co-CEO at Arena Media Networks, said "the NBC sales push will raise our visibility and access to some of the larger advertisers in the U.S."

Arena Media Networks venues include Yankee Stadium and Dodger Stadium, in the two largest markets where NBC operates owned-and-operated stations.

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