Comcast said on Thursday that advertising rates and the volume of ad inventory it sold for the fall television season increased by double digit percentages compared to the same period last year, as the parent company of NBCUniversal sought sponsors for inventory that included the upcoming 2022 Winter Olympics and Super Bowl LVI in February. The upfronts are a series of annual presentations held in May by television broadcasters to provide advertisers a sneak peek at the following season of programmes.
Comcast is counting on marketers to advertise on digital platforms like its Peacock streaming service, which offers an ad-supported option, as traditional TV ratings decrease across networks. Comcast said it sold $1 billion in digital ad inventory and $500 million in Peacock ad inventory for Super Bowl LVI, which is scheduled for Feb. 13, and that ad rates for Sunday Night Football are at “record highs.” In June, NBCUniversal Chief Executive Jeff Shell attributed higher ad rates to a combination of factors.
Walt Disney Co Chief Executive Bob Chapek said in June that advertising income for the fall television season increased by “double digits” over the previous year, with streaming or digital advertisements accounting for around 40% of upfront sales. WarnerMedia, which is owned by AT&T, touted its upfront as the “most successful” in the company’s history (Reporting by Helen Coster; Editing by Steve Orlofsky)/n
