2025 Upfront Takeaways For Our Partners

At its 2025 Upfront presentation, NBCUniversal showcased the greatest slate of content ever assembled by a media company – all against the backdrop of NBC’s 100th anniversary. With an unprecedented lineup of culture-defining programming across news, sports, and entertainment – in English and in Spanish – NBCUniversal proved that premium content drives full-funnel results.

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CONTENT

1. NBCUniversal is the home to the biggest events in 2025 & 2026

NBCUniversal’s content defines culture across every genre, screen, and format. In 2025 and 2026, that impact is amplified by a powerhouse lineup of cultural moments, with NBCUniversal accounting for nearly 40% of the industry’s most anticipated big, live events.

“Legendary February” will deliver an unprecedented 17-day stretch featuring the Super Bowl, Winter Olympics, and NBA All-Star Weekend. And in the summer, Telemundo and Peacock will be the Spanish language home to the FIFA World Cup.

Other moments include the return of the NBA and WNBA, BravoCon, Sunday Night Football’s 20th season, Ryder Cup, Macy’s Thanksgiving Day Parade, The Kentucky Derby, Live from the Red Carpet, 24/7 news coverage, and late-night hits like SNL and The Tonight Show. NBCUniversal will deliver the biggest moments in media.

NBCUniversal also previewed new originals and reimagined iconic franchises across Peacock and the full suite of networks the company represents, including NBC, Bravo, Telemundo, USA Network, SYFY, and more. These stories create even more opportunities for brands to engage passionate audiences across every screen.

Read all the latest content announcements across NBCUniversal.

Watch trailers and an exclusive pilot for a look forward at our expanding content slate:

LIVE

2. NBCUniversal delivers the power of live content at scale

NBCUniversal delivers live content that captures audience attention across every platform.

70%

of NBC’s lineup is live, spanning sports, news, and entertainment.

Telemundo also continues to strengthen its live programing, with 70% of its content airing live and offering essential cultural touchpoints in Spanish across genres.

Peacock continues to expand its live programming lineup, with more than 7,500 hours of live sports content slated for 2026.

Why does live matter to our advertising partners? Because live delivers 21% more engagement compared to non-live content.

In addition, NBCUniversal elevates live moments through storytelling. From editorial framing to cross-platform promotion and creative integration, we turn tentpole events into cultural milestones that deepen audience connection and amplify brand relevance.

AUDIENCES

3. NBCUniversal connects brands to more consumers, across more screens, in more ad-supported content

In 2026, NBCUniversal will reach 286 million P2+ each month across streaming, social, and linear, in both English and Spanish.

Most importantly to brand partners, over 95% of NBCUniversal’s programming includes ads, and 99% of those ads will be viewed to completion. That is how NBCUniversal audiences drive impact for brands.

Across all platforms and all genres, NBCUniversal delivers the reach, relevance, and results that brands need to drive impact.

INNOVATION

4. Peacock Ad Innovations drive real business outcomes

From pioneering the first radio and TV commercials to launching Peacock as an ad-supported platform from day one, NBCUniversal has a long history of leading the industry with bold, forward-thinking advertising solutions.

Today, that legacy continues with new Peacock ad innovations designed to make the viewing experience better for consumers and the advertising experience more effective for marketers. Campaigns using these innovative ad units drive 3x higher unaided brand awareness and 1.3x higher search lift compared to campaigns without these innovations.

For brands, this means stronger consumer connections and better business outcomes.

For more on all the ways NBCUniversal is helping brands grow through strategic, data-powered advertising, explore our ad innovations.

Sources:

Nielsen, 24-25 season to-date (9/23/24-12/23/24), NBC national programming hours, total day.
Internal 25/26 Telemundo Programming Grid Projection
Nielsen Media Research, available corporate press releases.
Linear – Nielsen L7 Total Day P2+ Avg Monthly Reach, Digital – ComscoreVMX/MMX, Nielsen Streaming Platform Ratings, P2+ Avg Monthly Reach, 25/26 Projections based on historical trending, Ad-Supported/Ad-Free Based on Peacock Internal Data.
Linear – Nielsen L7 Total Day P2+ Avg Monthly Reach, Digital – ComscoreVMX/MMX, Nielsen Streaming Platform Ratings, P2+ Avg Monthly Reach, 25/26 Projections based on historical trending.
Kantar Millward Brown + Dynata, Peacock Results across 75 brands from 2Q20 – 3Q23, Unaided Brand Awareness reflects any mention. Results represent weighted average across all campaigns with n=30 or more per metric; EDO AdEngage Convergent (AEC), Brand online search and website visitation after exposure to Peacock, Indexed vs. same brands on cross-platform non-Peacock platforms, 10/1/22-6/30/23 with 7-day attribution window, Results represent a straight average across all measured campaigns