A new milestone in advertising effectiveness has been reached as NBCUniversal, a division of Comcast, showcases its latest findings on the impact of premium content and streaming. During Upfront Week, which commences this Monday, the company will highlight these insights to marketers and ad agencies attending their event. The study focuses on a recent campaign conducted with Tinuiti, a full-funnel marketing agency, demonstrating the transformative power of television for brand lift across all stages of the consumer journey.
NBCUniversal collaborated with Tinuiti to explore how premium-content streaming environments influence advertising performance. To illustrate this, they partnered with NOBULL, a footwear brand known for its innovative approach. The results revealed significant improvements when shifting ad budgets from traditional search and social media platforms to streaming services. For instance, NOBULL observed an increase of 19.8% in website visits, a rise of 5.5% in purchases, and an estimated growth of 3.7% in total revenue. These figures underscore the potential of premium IP and streaming in generating tangible business outcomes beyond conventional digital channels.
Furthermore, the sneaker category as a whole benefited from this strategy, experiencing an 18% boost in non-branded shopping clicks leading to purchases. This outcome highlights the broader implications of utilizing streaming and high-quality content for enhancing both brand awareness and sales performance. According to Sean Odlum, Chief Product Officer at Tinuiti, reallocating resources towards upper-funnel channels such as premium video can significantly enhance overall marketing effectiveness.
As part of their ongoing collaboration, NBCUniversal and Tinuiti are expanding their partnership through a novel data initiative. Authenticated identifiers will now be available across NBCUniversal’s extensive digital properties, offering brands deeper insights into audience behavior and preferences. Alison Levin, President of Advertising and Partnerships at NBCUniversal, emphasizes that premium television not only fosters strong emotional connections among viewers but also drives measurable business results throughout the entire purchasing process.
This groundbreaking research confirms the dual role of premium TV as both a branding tool and a performance driver. By strategically reallocating budgets toward upper-funnel channels, companies can achieve enhanced brand metrics alongside robust lower-funnel KPIs. As advertisers increasingly seek solutions that maximize return on investment, NBCUniversal’s findings provide compelling evidence supporting the integration of streaming within performance-driven conversations.