NBCUniversal has a plan in the works that aims to get viewers to look at reruns — and more specifically the commercials that run in them — in a new way, Variety reports.
“NBCU plans in early 2019 to unveil a new offering that places commercials in reruns, movies and syndicated programs containing segments that align with the mission or topic of the ads,” Variety reports. “Is an advertiser looking for wedding scenes? NBCUniversal will be able to tap into a digital compendium of information about coming broadcasts that can identify marriage scenarios with positive sentiments (and shun those that might be less desirable, such as a wedding in which tragedy occurs) — and give advertisers a chance to place their commercial next to the program segment which contains it.”
The report quotes Josh Feldman, executive vice president of integrated marketing and advertising creative for NBCUniversal, saying: “It’s steroids for your creative.”
“He acknowledges ‘a certain perception about repeat programming,’ but says executives feel ‘those audiences are just as valuable’ as others who watch TV,” Variety adds. “NBCU is testing the concept in the fourth quarter with three to five advertisers which he declined to name.”
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