NBC NETWORKS: NBC, CNBC, MSNBC, Cloo, E!, the Golf Channel, NBC Sports, Syfy, the Weather Channel, USA Network (Esquire/Bravo/Oxygen & Telemundo/NBC Universo had own upfront)
While the fate of Brian Williams at NBC News remains up in the air, the network is firming up its new TV season schedule for advertisers this week across both the flagship NBC broadcast channel and its many cable outlets.
Having already scored big with Super Bowl XLIX, which to this day still drives over half of the digital activity of all ads across all channels this year, NBC is expected to place great emphasis on The Tonight Show with Jimmy Fallon, a show that generates one of the highest indexing spend-to-engagement ratio an the network.
Automakers and movie studios continue to drive revenue across all platforms, with movies in particular finding a regular home on such cable outlets as Cloo, E!, and the USA Network.
In the last twelve months, NBC Networks (NBC, CNBC, MSNBC, Cloo, E!, the Golf Channel, NBC Sports, Syfy, the Weather Channel, and the USA Network) have run more than 1.86M commercials. E! has been responsible for the largest share (284k) of those, and NBC has the broadest brand mix (1,845 brands). Auto Makers, Wireless Electronics and Insurance Companies are the leading source of revenue for these networks.
Overview:
In the last 12 months, NBC has run ads for 1,845 brands across over 154k commercials.
This year alone NBC has aired commercials for 1,245 brands with 51,423 commercials.
Spending patterns in 2015:
The network receives the bulk of its advertising dollars from: Auto Makers (16.13%), Movies (5.54%), Wireless Electronics (5.54%), Insurance Companies (4.42%) and Fast Food (3.61%)
The brands most active on the network include: Universal Pictures (1.92%), Toyota (1.62%), Chevrolet (1.61%), Sprint (1.45%) and Nissan (1.43%)
*TV Network promotions account for 8.21% of in network and out of network spend values
***more spend data available below
Engagement in 2015:
The industries most likely to generate a digital response: Auto Makers (16.48%), Wireless Electronics (9.29%), Insurance Companies (8.40%), Fast Food (6.86%) and Women’s Health Products (6.06%)
The brands most likely to generate a digital response: Always (6.04%), T-Mobile (5.89%), McDonald’s (5.75%), Universal Pictures (3.46%) and Toyota (3.25%)
Shows:
Super Bowl XLIX has accounted for over 55% of the digital engagement for the entire network. (55.61%) It is also responsible for nearly 20% of the ad revenue NBC has earned thus far in 2015.
The Voice is the second most engaging show on the network (4.9%), but at over 11% of the spend SOV its one of the worst indexing prime-time shows on the network. (-1.21)
The Tonight Show with Jimmy Fallon is one of the highest indexing shows on the network, gaining 2.98% of the digital SOV for the network, at only 1% of the spend.
Most Engaging ad for NBC in 2015:
Always: Like a Girl generated over 300,000 social actions and over 5.6M views with only one Prime-time airing, making it the single most engaging ad on NBC since the start of 2015.
(6.09% of Digital SOV – 1 Prime-time Airing – 0.35% of Spend SOV)
MORE:
CNBC Overview
In the last 12 months, CNBC has run ads for 1,003 brands, across 110,635 commercial spots.
This year alone CNBC has aired commercials for 688 brands, with 46,190 commercials.
Cloo Overview
In the last 12 months, Cloo has run ads for 602 brands, across 103,267 commercial spots.
This year alone Cloo has aired commercials for 421 brands, with 46,801 commercials.
E! Overview
In the last 12 months, E! has run ads for 1,200 brands, across 284,854 commercial spots.
This year alone E! has aired commercials for 784 brands, with 90,882 commercials.
the Golf Channel Overview
In the last 12 months, the Golf Channel has run ads for 779 brands, across 145,871 commercial spots.
This year alone the Golf Channel has aired commercials for 401 brands, with 49,576 commercials.
MSNBC Overview
In the last 12 months, MSNBC has run ads for 1,095 brands, across 221,609 commercial spots.
This year alone MSNBC has aired commercials for 683 brands, with 77,694 commercials.
NBC Sports Overview
In the last 12 months, NBC Sports has run ads for 1,394 brands, across 166,219 commercial spots.
This year alone NBC Sports has aired commercials for 850 brands, with 56,092 commercials.
SYFY Overview
In the last 12 months, SYFY has run ads for 1,171 brands, across 241,006 commercial spots.
This year alone SYFY has aired commercials for 777 brands, with 82,784 commercials.
the Weather Channel Overview
In the last 12 months, the Weather Channel has run ads for 756 brands, across 163,583 commercial spots.
This year alone the Weather Channel has aired commercials for 498 brands, with 68,796 commercials.
USA Network Overview
In the last 12 months, USA Network has run ads for 1,588 brands, across 278,435 commercial spots.
This year alone USA Network has aired commercials for 1,115 brands, with 93,497 commercials.
NBC TOP SPENDERS:
