The most wonderful time of the year lives here at NBC. As the premium destination for holiday programming, audiences rely on NBC to host their beloved time-honored traditions and to discover new festive content. Brands that align themselves with our immense holiday cheer deliver strong emotional engagement and exceptional ad performance.
NBC is the go-to destination to ring in the winter season…
73%
of viewers look forward to this every year
…with viewers connecting emotionally to holiday content…
+24%
emotional engagement
vs. competitive TV norm
…and uniting families and loved ones together.
+23%
more family viewing on NBCU entertainment during the holidays
vs. rest of year
Engagement with our content is transferred to advertising…
1:1
emotional engagement
(content to ad ratio)
…and when accompanied by another person, viewers have a…
+12%
higher emotional engagement score in response to advertising within holiday programming
vs. when watching alone
…leading to action for our advertiser brands.
+47%
search engagement
vs. competitive broadcast prime
Top advertised categories that resonate best with NBC holiday special viewers…
141
index CPG food
131
index retail
129
index telecom
compared to the competitive TV norm.
…resulting in stronger lifts down the purchase funnel.
+10%
brand awareness
+18%
brand opinion
+14%
consideration
vs. non-viewers
Interested in learning more about the power of holiday specials at NBCU?
Source:
- Purchase Funnel Lifts: YouGov Brand Index. NBC viewers. Brand metrics measured during the 2022 Holiday season (11/23-12/31/22). Awareness = % of audience who have heard of the brand. Brand Opinion = % of audience who have a positive impression of the brand. Consideration = % of audience who would consider purchasing the brand. A18+
- Family Co-Viewing: Nielsen, C3 data; Holiday season (11/23/22-12/31/22) vs 2022 excl holidays (1/1/22-11/22/22). Family viewing based on co viewing P18+ with P2-17. Prime (M-Sa 8P-11P, Su 7P-11P), excludes sports. NBCU entertainment: NBC, TEL, E!, Bravo, Oxygen, Syfy, USA. Total TV benchmark: all ad supported broadcast and cable, excluding NBCU networks. Comparisons based on co-viewing share.
- Search Engagement: EDO Ad Engage, 11/23/22-1/1/23, NBC vs competitive broadcast networks. Primetime, Airings with more than 50K impressions, (Ad Multiplier). Measured NBC Programs: Macy’s Thanksgiving Day Parade, National Dog Show, Dolly’s Magic Mountain Christmas, Miley’s New Year’s Eve Party, Christmas in Rockefeller Center, P18+
- % comp of viewers look forward to NBC holidays: MindProber Survey Data. P18+. Data based on the following measured 2022 programming: Macy’s Thanksgiving Day Parade, The National Dog Show, Christmas in Rockefeller Center, Miley’s New Year Eve Party and Halloween in Hollywood Special.
- All Other Emotional Engagement data: MindProber Biometrics Data. P18+. Data based on the following measured 2022 programming: Macy’s Thanksgiving Day Parade, The National Dog Show, Christmas in Rockefeller Center, Miley’s New Year Eve Party and Halloween in Hollywood Special. Emotional Engagement based on Galvanic Skin Response. Competitive norm is based on non-NBCU long-form content in the US and UK.