NBCUniversal One Platform™
powers the TV of Today.
Our propriety ad tech stack, One Platform, is the first video platform to combine the power of professionally produced, culture-defining content with the benefits of “big tech”; first-party data, precision targeting, automated buying; and outcome-based measurement. In short, One Platform powers the Television of Today. Using advanced data-driven technologies, the TV of Today experience is as scaled, as relevant, and as personalized as a consumer’s social feed—but with the engagement only a big-screen experience can deliver. And deliver we do!
One Platform…
Reaches
88%
of U.S. adults
Across
300+
linear & streaming endpoints
Through
Billions
of hours of viewership
Across
20+
brands
With
95%
of consumption on a
TV screen
All powered by a single data-driven advertising platform.
Key pillars of One Platform
One Platform comprises three key pillars and corresponding advertising solutions for you.
None of these pillars can stand alone! One Platform is a holistic solution with automation and interoperability built into every step of the campaign process. From building audiences, to cross-platform media planning and activation, to best-in-class ad experiences, to measurement—we’re making it easier, more efficient, and more effective than ever to transact the way that works best for your business.
Benefits for Advertisers
Whether you’re activating separately on streaming and linear or across platforms with One Platform Total Audience, audience-based buys with One Platform work harder—it’s that simple. Check out some of the great results our clients are seeing.
Streaming:
Studio
3x
return on ad spend
QSR
+2x
app installs
vs. industry norms
Insurance
+2.5x
purchases
vs. industry norms
Data-driven linear:
CPG beverage
+11%
incremental sales
vs. unexposed control
Auto
+17%
in-target sales
vs. unexposed control
Travel
+59%
hotel bookings
vs. non-NBCU linear
One Platform Total Audience (cross-platform):
QSR
+38%
product purchases
vs. traditional demo buy
Pharma
+7%
Rx conversions
vs. traditional demo buy
Retail
+64%
store visits
vs. traditional demo buy
Adoption has never been higher. In 2024 alone, advertisers across the industry and every client category partnered with us to modernize their TV campaigns, including:
800+
data-driven linear and cross-platform campaigns, up 11% from 2023
2.2K+
audience-based streaming campaigns, up more than 17% from 2023
7K+
programmatic deals, up more than 35% from 2023
No other media company offers the scale, the ease, the flexibility, and the proven effectiveness of NBCU’s One Platform.
Sources:
170M P2+ Olympic Viewers
Total Reach Source: Tokyo Reach via Nielsen TAR, P2+
19M P18+ QSR influentials | 68M P18+ moviegoers | 52M P18+ vacationers
Audience Source: MRI Spring 2022; P18+; total Olympic fan interest
68M P2+ NBC Prime weekly viewers
Avg Weekly Reach Source: Nielsen Media Research, Reach based on L+3 data, 1-min qualifier (9/25/23-1/28/24). Prime (M-Sa 8-11P, Su 7-11P).
55M P18+ wireless subscribers | 35M P18+ rx users | 17M P18+ auto intenders
Audience Source: Nielsen Media Research, L+7 average weekly reach, 1-min qualifier. P18+ (9/25/23-3/3/24). NBC Prime (M-Sa 8P-11P, Su 7P-11P). MRI Fusion 2023F (Q4Q1)
16M P2+ Bravo weekly viewers
Avg Weekly Reach Source: Nielsen Media Research, Reach based on L+7 data, 1-min qualifier (9/25/23-3/3/24). Bravo content on linear, VOD, and Peacock
11M P18+ travel intenders | 8M P18+ moviegoers | 6M P18+ QSR consumers
Audience Source: Nielsen Media Research, Reach based on L+7 data, 1-min qualifier (9/25/23-3/3/24). Bravo content on linear, VOD, and Peacock. MRI-Fusion 23Oct_24Feb
96M P2+ NBCU Holiday viewers
Total Reach Source: Nielsen Media Research, Reach based on L+7 data, 1-min qualifier (11/23/2023 – 12/31/2023), Holiday-related programming on NBC linear, NBC VOD and Peacock.
16M P18+ new product seekers | 45M P18+ moviegoers | 61M P18+ travel intenders
Audience Source: Nielsen Media Research, Reach based on L+7 data, 1-min qualifier (11/23/2023 – 12/31/2023), Holiday-related programming on NBC linear, NBC VOD, and Peacock. MRI-Fusion 23Oct_24Jan
