In a revival of an agreement that dates to 2013, NBCUniversal and Twitter have set an expanded global relationship.
It will amplify many properties long featured on NBC’s airwaves and digital channels through the multi-year deal. These deals include living the Golden Globes, games E, the People’s Choice Awards.
And therefore, the Macy’s Thanksgiving Parade. Also on tap are themed programming efforts, sort of a Black History Month initiative next month. And Andy Cohen’s Twitter-only Watch What Happens Live after-show.
The media company and social network both say they need reaped benefits from the collaboration. Global video views for all NBCU handles on Twitter have grown a mean of 26%. And the campaigns have increased 25% year over year.
While NBCU retains stakes during a lot of traditional parts of the media ecosystem and likes to worry about its “brand safety” relative to several emerging platforms, digital has been a key priority for the corporate.
NBCUniversal and @Twitter announce new expanded global partnership. The collaboration will bring NBCU's premium content to Twitter, allowing marketers to reach global and local audiences on one comprehensive social platform, wherever they are.
Read more below.
— NBCU Advertising & Partnerships (@NBCUTogether) January 25, 2021
In announcing the extension, it said monthly, quite 200 million people consume quite 30 billion minutes on NBCU digital properties.
“With this strategic partnership, NBCUniversal’s leading video content meets Twitter’s worldwide reach. It is empowering marketers to attach with global audiences.
However, it brings consumers curated premium content on an enticing platform.” The chief business officer of NBCU ad sales and Krishan Bhatia, president explaining more.
In last years, “The growth in digital viewing has been nothing in need of explosive. And alongside Twitter, we’re helping our partners, loyal visitors, in a brand-safe way. Moreover, it will shape key conversations as they unfold.”
Under the expanded agreement, Twitter will provide broader sales support for NBCU advertisers.
“Our collaboration will empower marketers to attach their brands to the conversation of our engaged audiences,” said Jennifer Prince, Global VP and Head of Content Partnerships, Twitter.
“We’re proud that our partnership with Twitter has grown to the present global scale.” He said Maggie McLean Suniewick, President, Business Development and Partnerships, Direct-to-Consumer, NBCUniversal.
“As people increasingly address digital platforms like Twitter. However, we still expand the ways viewers can find NBCUniversal’s timely, quality content across entertainment, sports and news.”