NBCUniversal is giving its advertising strategy a makeover. The network vowing to reduce its ad load and planning to roll out new ad formats in the third and fourth quarters. Jason Lynch, Senior Editor of Television at AdWeek, was with us to explain why the move is the first of its kind.
NBCUniversal announced the length of ad time will be slashed 10% across the board. This is a response to the environment built by disruptors such as Netflix and Amazon Prime Video. Viewers are becoming accustom to these models that have no ad breaks at all, said Lynch. He added that we've seen experimentation with cutting back on commercials, but this is the first time we've seen something on this level from a traditional network.
NBCUniversal, along with several others in the industry, are committing to audience-based targeting, said Lynch. He said advertising used to be bought on age and gender demographics, but now data will be leveraged to target viewers based on deeper information such as whether they are searching for a home.
As the first half of the year comes to a close, a mixed market kicks off with the Nasdaq on pace for its best quarter in nearly four decades while the stock market looks to get its first positive session in seven tries as upbeat economic data comes in.
U.S. states could face some hurdles as they experiment with road usage charging programs aimed at one day replacing motor fuel taxes, which are generating less each year, in part due to fuel efficiency and the rise of electric cars.
Amid peak summer travel, thousands of air travelers faced flight cancellations and delays this weekend as thunderstorms rolled in across the U.S. East Coast and Midwest.
