Everyone realizes that advertisers will divert additional upfront dollars from broadcast TV to digital video platforms such as YouTube, Yahoo, and AOL this year. But NBCUniversal Advertising Sales and Client Partnerships chairman Linda Yaccarino this morning presented the case that a lot of the big guys probably will build on during this week’s upfront presentations in their effort protect their turf.
Her pitch: NBC has better programming, plenty of ways to reach digital viewers, and oodles of data to more than match the digital providers’ efficiency claims. “When you take our content, our data, our technology, our scale and our demographic reach, there’s no equal,” Yaccarino said today during NBC’s upfront presentation at Radio City Music Hall.
Network TV is “at the absolute center of the media ecosystem. It’s what fuels it all.” It generates the most online chatter and sharing and “gives your ads more power.”
The big concern, though, is whether the networks and Nielsen can determine who actually watches the network’s content across tablets, smartphones, and other devices. Yaccarino assured buyers that she’s not afraid of “data — the four letter word.” She says that “you no longer have to choose between data-driven targeting and the power ” of network TV.
She talked up company initiatives that measure addressable ads, and targeted ads, plus the company’s new programming alliance with AOL. “Our momentum is sure to accelerate in the coming year, and so will the pace of change… We can redefine our future and take us to amazing new places.”
NBC Entertainment chairman Bob Greenblatt also played his network’s ace in the upcoming negotiations: “Next year an Olympic year,” he says.
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