Sometimes, a little bit less means a whole lot more. While television is the most effective advertising medium on the planet, there’s still room to make the ecosystem better for everyone.

In a fragmented media landscape, the viewing environment has gotten more cluttered and consumer behavior has shifted. That’s why NBCUniversal is evolving its advertising model to offer a superior experience for consumers – and a superior investment for clients. Starting this fall, we’re decreasing the number of ads in commercial pods by 20% and total ad time by 10% across all primetime originals.  Here’s how we’re reimagining the commercial experience for viewers and advertisers.

With our new Prime Pod, we’re reformulating the A Pod by cutting total commercial time from 2.5 minutes to 1 minute.  By offering reduced ads and decreased total ad time, the Prime Pod provides clients with a unique opportunity to connect with audiences in the most effective, exciting and efficient way.

In addition to our new Prime Pod, we’re inventing a whole new experience that blends brands and content together seamlessly.  Time and time again, we’ve seen how new ad formats can lift brand metrics and increase consumer engagement by over 20 percent. NBCUniversal’s innnovative new formats allow our audiences to see better ads in more relevant and exciting ways.

Using our unparalleled technology, tools, talent and creative capabilities, we’re helping our clients to create ads that connect with audiences on a deeper level.  Using our new artificial intelligence and NBCUniversal’s proprietary emotional algorithms, we’re matching contextually relevant ads to content.  That means a better commercial experience for, well, everyone.

Bottom line? Fewer ads create more recall. Better ads attract more attention. And more relevant ads earn more consideration and connections. NBCUniversal is evolving the advertising model to create a better advertising experience for everyone – for the first time ever, at scale.