A marketers across sectors have asked to pause their advertising plans or shift messaging, NBCUniversal said that starting today it will have less commercial time and more uninterrupted content, according the Linda Yaccarino, the company’s chairman, Advertising and Partnerships.
It’s a nod to the turmoil the coronavirus pandemic has wreaked on the advertising sector despite a surge in TV viewing. Some brands are still on, others, like airlines, have seen their business decimated and had to pull out, and still others want a presence but find their commercials suddenly irrelevant. To help, NBCUniversal is waiving fees for creative services and resources to help marketers shift their messaging.
In a blog post called “When Less is More: Giving Back to Our Audiences and Partners,” Yaccarino said brands “are looking for ideas, tools, and strategies from their most trusted partners. So, in light of everything we’re seeing and hearing, we want to do what’s right for our audiences and marketers … so starting today, you will see more content from us, new ad innovations, and therefore less commercial time.”
She didn’t quantify the reduction. But it will cross dayparts and genres.
The move will reduce commercial time on newscasts and special programming across NBC News, MSNBC, CNBC, and Telemundo at a time when people are glued to the events of the day, the company said.