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NBCUniversal Advertising & Partnerships

NBCUniversal Advertising & Partnerships

Media & BroadcastingDivision· part of NBCUniversalnbcuniversal.com

NBCUniversal Advertising & Partnerships is NBCUniversal's ad sales division: it sells national, local and programmatic advertising and sponsorships across NBCU's broadcast and cable networks, Peacock and digital properties, including sports such as the Olympics.

Parent: NBCUniversalConnections: 14

Last updated Oct 8, 2026 by the ATDb Editorial Team · Connections updated Oct 9, 2026

AI-drafted from public sources75 sources cited

At a glance

Stock
CMCSA
2competitors2corporate family10partners
Connected TV PlatformVideo Advertising Platform

About

A major TV and streaming ad seller whose live sports drive its upfront volume; trade press sets it against Disney (ESPN/ABC) and Amazon (Prime Video) for NBA ad spending, and treats Amazon as a rising upfront rival.

NBCUniversal Advertising & Partnerships is NBCUniversal's ad sales division: it sells national, local and programmatic advertising and sponsorships across NBCU's broadcast and cable networks, Peacock and digital properties, including sports such as the Olympics. Mark Marshall has led it as chairman of global advertising and partnerships since 2023, and Alison Levin, formerly of Roku, has been president of advertising and partnerships since November 2023. Its One Platform system sells NBCU audiences across TV and streaming as one buy; One Platform Total Audience (January 2024) plans reach without counting the same viewers twice, and One Platform Total Measurement (March 2024) measures campaigns through VideoAmp, EDO and Kochava. NBCUnified, launched in January 2022, is NBCU's first-party identity system: advertisers match their own data, and licensed third-party data, to NBCU's person and household IDs in a clean room, without cookies. Live sports drive much of its sales: NBCU's 2025–26 upfront had its highest ad sales volume ever, with Peacock nearly a third of commitments, and it sold out ad time for the 2026 Milan Cortina Winter Olympics. For retail media it partnered with Instacart (May 2024), linking grocery purchase data to ads on NBCU streaming, and with Walmart on shoppable ads during Peacock and Bravo shows (November 2023). Source 1: marketingbrew.com Source 2: thewrap.com Source 3: mediapost.com Source 4: advanced-television.com Source 5: sportsvideo.org Source 6: adweek.com Source 7: thewrap.com Source 8: adexchanger.com Source 9: tvtechnology.com Source 10: advanced-television.com Source 11: rbr.com Source 12: beet.tv Source 13: marketingdive.com Source 14: mediapost.com Source 15: beet.tv Source 16: nexttv.com Source 17: mediapost.com Source 18: martech.org Source 19: adexchanger.com Source 20: campaignasia.com Source 21: adweek.com Source 22: bandt.com.au Source 23: marketingbrew.com Source 24: thewrap.com Source 25: tvtechnology.com Source 26: adweek.com Source 27: thewrap.com Source 28: sportcal.com Source 29: advanced-television.com Source 30: mediapost.com Source 31: tvtechnology.com Source 32: mediapost.com Source 33: rbr.com Source 34: videoweek.com Source 35: martech.org Source 36: pymnts.com Source 37: thedesk.net

Business model

Sells national, local and programmatic advertising and sponsorships across NBCU's linear, streaming and digital properties, plus data and measurement products (NBCUnified, One Platform).

Target market

National advertisers and their agencies, mainly through the annual upfront and sports packages; consumer-goods brands through retail-media data deals (Instacart, Walmart); and local and smaller advertisers, including through programmatic buying.

What they offer

  • One Platform Total Audience

    AI planning tool that builds one media plan across NBCU TV and streaming without counting the same viewers twice. Launched January 2024.

  • One Platform Total Measurement

    Campaign measurement through VideoAmp (reach), EDO (engagement) and Kochava (outcomes). Announced March 2024.

  • NBCUnified

    First-party identity platform where advertisers match their audiences to NBCU person and household IDs in a clean room. Launched January 2022.

  • LIVE Total Impact

    Re-targets viewers who saw an ad during NBCU live events, across TV and streaming. Announced December 2025.

  • Contextual Targeting in LIVE

    AI that scans live programming and matches ads to what is happening on screen. Announced December 2025.

  • Performance Insights Hub

    One dashboard for campaign delivery, audiences and in-flight results across TV and streaming. Announced December 2025.

  • Programmatic Olympics on Peacock

    First Olympics sold programmatically: Paris 2024 Peacock inventory, through The Trade Desk. Announced March 2024.

Key features

Cross-platform TV and streaming buying under One PlatformFirst-party identity and clean-room matching (NBCUnified)Measurement through alternative currencies and partners (iSpot, VideoAmp, EDO, Kochava)Live-event tools: retargeting, contextual ads and in-flight reportingRetailer shopper data (Instacart, Walmart) and programmatic access to sports

Use cases

Reach live-sports and Olympics audiences on TV and streaming at onceBuy Peacock and NBCU ads through programmatic platformsTarget and measure with retailer shopper data (Instacart, Walmart), including shoppable adsBuy against alternative measurement currencies (iSpot, VideoAmp)

Customer segments

National brands and agenciesSports and Olympics sponsorsConsumer-goods brands using retail mediaSmall, mid-size and local businesses
Connection details
See NBCUniversal Advertising & Partnerships’s partners (10)

Explore further

3 views
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