For centuries, humans have used well-told tales to forge bonds and spark imagination. The powerful effects of storytelling have only strengthened with the advent of new media forms, with NBCU scripted programming reaching millions of viewers every night. Learn more about how NBCU beloved drama and comedies series create a proven place for advertisers to align their brands with empathetic, leaned in, and elevated audiences.
Drama is the most watched genre* among NBCUniversal viewers…
#1
*excluding news
…and no one does comedy like NBCU
1.7B
total hours of comedy content watched in a year
Comedy and Drama content drives high emotional engagement…
+16%
emotional engagement
vs. competitive TV norm
…with commercial activity being
+3%
more emotionally engaging than the scripted content itself
demonstrates how the highly engaging nature of the programming carries over to the advertisers within the show
Top advertised categories that resonate best with NBCU scripted programming viewers…
122
index entertainment
120
index CPG home
118
index technology
index vs. competitive TV norm.
…and delivering strong brand KPIs.
+18%
search engagement
vs. competitive broadcast and cable prime entertainment norm
+11%
integration recall
vs. competitive scripted norm
+93%
brand recall
vs. competitive scripted norm
Interested in learning more about the power of scripted storytelling at NBCU?
Source:
- Drama / Comedy Consumption: Linear – Nielsen, 2020-2022, Cable Status VMPVD=No, Total Day, 13 NBCU Nets, HH, Live+7; Digital – DAVD, 2020-2022, ODV properties, ex Peacock platform; Peacock – PAVO, 4/2020-12/31/22, ex Peacock Premium+ (4/2020-3/31/22). Excluding news*
- All Other Emotional Engagement data: MindProber Biometrics Data. P18+.Data based on the following measured programming: This is Us S6, Quantum Leap, Halloween in Hollywood, Night Court, El Senor de los Cielos S8, Night Court, Magnum PI S5, BelAir S2. Emotional Engagement based on Galvanic Skin Response. Competitive norm is based on non-NBCU long-form content in the US and UK.
- Search Engagement: EDO 1/1/22 – 12/31/22, NBC and Telemundo Primetime Regular Dramas, Sitcoms and Telenovelas v Non-NBCU Broadcast & Cable Networks Primetime Entertainment Regular Programs
- Integration/Brand Recall: PMI MarketCast Brand Effect Data, Hybrids 03/09/2022 – 03/08/2023 P8+, compared to the competitive genre TV Average = All networks within PMI coverage + Drama/Adventure, Situation Comedy, Telenovela, excluding NBCU networks.