$300 million entertainment launch could have room for your agency
Steve’s breakdown: Launching Peacock is going to take more then lining up a few sponsors like Unilever, State Farm and Target. And the creative has got to be better than what’s seen on the Peacock home page at peacocktv.com.
With an expected budget of about $300 million, there’s got to be some room for awesome ideas because this is a highly competitive space. Alexandra Shapiro is the point person and your target for any ideas you might have. Here’s her bio link.
NEW YORK, NY: Comcast Corp.’s NBCUniversal is planning an expansive marketing rollout for its coming streaming service, Peacock, including ads on and off its TV networks and websites, cross-promotions with launch sponsors and pay-TV companies that distribute its channels, and a major presence during its coverage of the Olympics this summer.
NBCUniversal’s spending on its Peacock campaign likely will exceed $300 million in its first year, according to a person familiar with the matter. The Wall Street Journal previously reported that NBCUniversal would spend $100 million outside of its own properties and at least double that on its own channels and platforms.
Launch sponsors, which include Unilever PLC, State Farm Mutual Automobile Insurance Co. and Target Corp., have also agreed to promote the streaming service on their websites, in their own media and in stores, the person said.
Sponsors have also committed hundreds of millions of advertising dollars long-term to Peacock, the person said.
The marketing plan for Peacock also includes NBCUniversal’s pay-TV distributors, which have agreed to promote the streaming service in their own marketing efforts, the company said.
Peacock will be available in several tiers, including two different ad-supported options. One will be free for cable customers of Comcast and Cox Communications Inc., but will require others to pay a monthly fee.
Peacock’s marketing efforts will be led by Alexandra Shapiro, a longtime NBCUniversal executive who has been appointed to the role of executive vice president of brand marketing and strategy for the streaming service.
Peacock is NBCUniversal’s big bet on streaming video as television viewers increasingly watch programs on internet-connected devices.
Last month, Comcast Chief Financial Officer Michael Cavanagh said the company will commit $2 billion overall to Peacock over its first two years. Cavanagh said Comcast doesn’t expect Peacock to be profitable for its first five years.
Meanwhile, Netflix has spent nearly $1.8 billion on advertising through the first nine months of 2019, according to the company’s most recent earnings report.