This year, we evolved the NBCUniversal’s “Reach Redefined" campaign into a 24/7, 365-day a year brand messaging architecture that tells the story of our vision, expertise and eco-system, and the unrivaled opportunity those things bring to our brand partners. Every piece of content we created and continue to create (from our digital campaign to our first television spot) share special formulas that only NBCU can bring to advertisers formulas that redefine results, influence, engagement, and ever other KPI imaginable.

We utilized a highly-targeted media plan that allowed us to speak directly to key media decision makers where they work, live, socialize and consume content. Our trade media campaign consisted of three main components: NBCU Owned and Partner Media, Paid Media and Internal Media.

In developing our strategy for the 2017 Upfront media campaign we looked to create a robust, highly-targeted marketing campaign that would show, not tell our clients and advertisers how NBCU is truly Unequaled. To do so, we leveraged NBCU’s strategic partnerships and capabilities to create an Unequaled marketing campaign. By utilizing our Ad Sales capability tools to extend the reach and scale of the Upfront Trade Campaign, we were able to target media professionals well beyond our traditional Paid Media campaign.

For the first time in NBCU’s history, we created a televised portfolio spot. To showcase our strategic partnerships, capabilities and the breadth of premium content across NBCU’s portfolio we leveraged targeted on-air media inventory on our own networks. The custom “Portfolio” and "Vertical” versions created, coupled with the power of our portfolio and digital offerings allowed us to extend our reach and message, making the 2017 campaign truly unequaled.

-Our rich media creative drove engagement rates (23.25%) to surpass industry standards (2.47%) –

-Partner + Paid Media generated 200MM Impressions

-Digital units were had specific creative and placements with a clear call to action

-Paid Media Overall Results

-Placements: 121

-Impressions: 24.4M

-Clicks: 476K

-Custom Anthem Spots Results

-National Inventory: 106, 695MM Impressions

-On-Air: 36.7MM Impressions

-Digital: 4.6MM Impressions

-Total Value Received: $6.5Billion