As part of a renewed partnership that dates back to 2013, NBCUniversal and Twitter have established an expanded global relationship.
Many properties long featured on NBCU’s airwaves and digital channels will be boosted through the multi-year deal, including Live Sports, Golden Globes, E! People’s Choice Awards and Macy’s Thanksgiving Parade. Thematic programs like a Black History Month initiative next month and Andy Cohen only on Twitter Watch what is happening live after the show.
Both the media company and the social network claim to have reaped the benefits of this collaboration. The number of global video views for all NBCU descriptors on Twitter has increased an average of 26% and campaigns have grown 25% year over year.
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While NBCU retains stakes in many traditional parts of the media ecosystem and enjoys emphasizing its “branded security” against many emerging platforms, digital has been a key priority for the company. Announcing the extension, he said that each month, more than 200 million people consume more than 30 billion minutes on NBCU digital properties.
“Through this strategic partnership, NBCUniversal’s premier video content meets Twitter’s global reach, enabling marketers to connect with a global audience, while providing consumers with premium content curated on a single platform. -attractive shape, ”said Krishan Bhatia, president and chief commercial officer of NBCU ad sales. “The growth of digital visualization has been simply explosive in recent years and, with Twitter, we are helping our partners engage audiences in a brand-safe way and shape key conversations as they happen. occur.”
As part of this expanded agreement, Twitter will provide more extensive business support to NBCU advertisers.
“Our collaboration will allow marketers to connect their brands to the conversation of our engaged audiences,” said Jennifer Prince, global vice president and head of content partnerships, Twitter.
“We are proud that our partnership with Twitter has reached this global scale,” said Maggie McLean Suniewick, President, Business Development and Partnerships, Direct-to-Consumer, NBCUniversal. “As people increasingly turn to digital platforms like Twitter, we continue to expand the ways that viewers can find quality, timely content from NBCUniversal in entertainment, sports and news. “