This week, MiC has enlisted execs from the Canadian media industry to offer their insights on the big programming and advertising announcements coming out of the 2024 Upfronts in New York. Today, Jeremy Johnston, reports on NBCU’s slate of new and returning programs. 

After the last few years of disruptions leading into the Upfront season, NBCU did some disrupting of its own to kick of this year’s event. NBCUniversal showed major love for its film division, primarily the highly anticipated Cynthia Erivo and Ariana Grande-led Wicked, during its 2024 upfront presentation Monday (May 13). While not the traditional venue for touting upcoming films, the move was a natural moment for displaying synergy – something NBCU tried to hit home throughout its presentation.

For the 2024 Upfront market, many expect more dollars to move to streaming offerings in the wake of continuing subscriber growth from ad-supported streaming services. As part of NBCUniversal’s pitch this year, it’s promoting the fact that it launched Peacock with advertising features built in from the start – rather than retrofitting it to support an AVOD model. For comparison, Prime Video, Netflix, and Disney+ all avoided advertising to start and have now launched ad-supported offerings as a method of growth, and to capture more revenue. But for NBCU, having a mature product in the market isn’t enough to guarantee ad budgets. NBCU must also demonstrate progress in meeting a marketer’s needs.

One of the top needs being demanded by advertisers and agencies is using advanced audiences as opposed to just demos. NBCU’s position is straight-forward. Streaming doesn’t drive nearly the same daily reach as linear and streaming combined, which is why it’s pitching both to advertisers as a combined portfolio. The company is still seeing ratings increase on linear programming, a good indicator that there’s still a real audience there. Using these advanced audiences will work better and drive even more results for advertisers.

As the industry moves towards a more blended vision, NBCU noted that a better ad experience for viewers equals more ad revenue. Period. Noting that NBCU prioritizes having a low ad load, including within individual commercial breaks, Peacock has no more than three ads per pod. Consumers are more receptive to minimal ad loads, and these restrictions on ad avails can also benefit advertisers. Separation at the pod level helps boost brand awareness, which increases a brand’s return on ad spend.

The Olympics will be a huge event for the broadcaster once again. And NBCU will also offer audiences new capabilities on Peacock as the company looks to beef up its streaming service before a period of heavy consumer use. Peacock Live Actions allow viewers to design their schedules with “choose your own adventure” type prompts, while the Peacock Discovery Multiview experience will be a key feature during the busy Olympics period.

The company is also looking to add a new way to engage with consumers who already have their remotes and mobile devices in their hands – offering an expanded shoppable integration. The company is expanding its AI-powered, Walmart-fulfilled Must Shop TV to six franchises and piloting a partnership with Comcast’s Xfinity X1 that lets consumers shop for the exact items they see on Top Chef. During the Olympics, NBCU will also roll out Virtual Concessions, which encourages viewers to purchase beverages and snacks in advance of sporting events and TV binges.

As viewers start to become accustomed to using their TV remotes for more than just pressing play, NBCU sees opportunity in providing these shoppable ad units. It’s reminding advertisers that consumers don’t necessarily have to buy something the second they see a shoppable ad for it to drive real business results. Oftentimes, people buy something they see on TV several hours, or even days later. Being able to target this behaviour is a great way for brands to stand out from the clutter.

NBCU’s schedule for the 2024 season doesn’t look that different from its current lineup: The Voice on Monday and Tuesday nights, the three Chicago dramas on Wednesday and Law & Order shows on Thursday. It’s a business-as-usual lineup, with proven performers – which after last year’s strikes-affected schedule and the numerous disruptions of the pandemic year of 2020-21, that’s a good thing.

NBC will have four comedies on the air in the fall. This is the first time this has happened since the pre-pandemic season of 2019-20. Two of them are newcomers: mockumentary St. Denis Medical, a holdover from last year’s development cycle from Superstore. It will pair with Night Court on Tuesday nights, and the Reba McEntire-led Happy’s Place (pictured) will join Lopez vs. Lopez on Fridays.

The network’s other new series for fall is the medical drama Brilliant Minds, which stars Zachary Quinto as a neurologist leading a team of doctors who explore the human mind. It’s inspired by the life and work of physician and author Oliver Sacks. Brilliant Minds will follow The Voice on Monday nights, while last fall’s 10 p.m. Monday show, The Irrational, moves one night over to Tuesdays. Second-year drama Found will follow Law & Order: SVU on Thursdays now that L&O: Organized Crime is moving to Peacock.

NBC will also celebrate the 50th anniversary of Saturday Night Live with a three-hour primetime special on Feb. 16.

With the Olympics, Saturday Night Live’s 50th anniversary season, news programming in an election year and a number of hit scripted and unscripted shows, NBCU’s goal was clear – remind partners about their full portfolio, as well as the fact that, as the television landscape continues to evolve, it has the tools to reflect the change that is happening.