Love for award shows creates a huge pop-culture splash. The annual events are a year-end review of the best in music, film, and television, and the real time conversations continue long after the show is over. NBCUniversal offers viewers an exclusive and immersive experience that creates deep emotional engagement with fans, extending to advertisers. Learn how this strong engagement translates into gains in key brand KPIs for partners.
NBCUniversal’s arsenal of beloved talent and unique brands is unmatched…
+32%
NBCU’s IP has a unique brand or personality
+31%
has hosts and personalities I like
NBCU award shows fans indexed vs A18+
…reaching affluent trendsetters with strong affinities to spending across key categories…
213
index beauty influential
163
index finance and investing influential
145
index healthcare influential
NBCU award shows fans indexed vs A18+
…creating high emotional engagement for the content and advertising…
97%
content to advertising engagement ratio
+32%
emotional engagement with red carpet integrations
vs. competitive TV norm
+28%
higher likeability for sponsor brands
vs. standard advertisers
…and generating deep engagement resulting in KPI lifts for partner brands.
+46%
ad recall
+34%
consideration
+75%
purchase intent
exposed vs. unexposed
Interested in learning more about the power of award shows at NBCU?
Source:
- Beloved talent and unique brands: MRI Simmons 2022 Network Affinity (F21 USA) weighted to Population (000) – Base: All. P18+. Awards/Specials Viewer Affinity for NBC, E!, Telemundo v Total Pop
- All Other Emotional Engagement data: MindProber Biometrics Data. P18+. Data based on the following measured programming: 2022 Billboard Music Awards, 2022 Emmys, 2022 Premios Billboard, 2022 Met Gala, 2022 People’s Choice Awards, 2022 Premios Tu Musica Urbano and 2023 Golden Globes (all main shows & Live From E! coverage). Emotional Engagement based on Galvanic Skin Response. Competitive norm is based on non-NBCU long-form content in the US and UK.
- Influentials: 2022 GfK MRI-Simmons Spring Doublebase USA weighted to Population (000) – P18+ watched any in the las 12 months: Grammys Red Carpet, Oscar’s Red Carpet, Primetime Emmy, Golden Globes, Latin AMA’s, Latin Billboard, Billboard Music Awards
- KPI Lifts: NBCU Ad Impact Measurement. 2022 LRC & Award Show Content: Latin Billboards, Latin AMAs, People’s Choice Awards, LRC Grammys & LRC Oscars Cross Platform Ad Impact – Average Across 10 Measured Brands, P18+, YouGov Direct Unexposed/Exposed Jan – November 2022 Studies.