Inside NBCUniversal’s New Lucrative Prime Pod Ad Format, Which Debuts Tonight

The offering sold at a hefty premium, and NBCU says brands will get the retention boost they paid for

As the 2018-19 TV season kicks off, buyers will be focusing on tonight’s rollout of NBCUniversal’s new “prime pod” premium ad format, which was one of the biggest new innovations, and led to some of most heated negotiations, during this year’s upfront.

In February, NBCUniversal unveiled plans for its prime pod—a 60-second pod of audience-targeted advertising in the first or last breaks of all prime-time original series across its entire broadcast and cable portfolio—as part of its larger initiative to reduce

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Spring Special

Save 30% Off an ADWEEK Subscription Today!

View Your Options

Already a member? Sign in