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Media Planning and Buying Future of TV

Huge US and European broadcasters NBCU and RTL to cross-sell TV ad inventory globally

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By John McCarthy | Media editor

January 12, 2022 | 3 min read

NBCUniversal and RTL have established a partnership to cross-sell TV ad inventory on both sides of the Atlantic as advertisers continue to demand greater scale from connected TV operators.

The US entertainment giant has partnered with European broadcaster RTL’s sales team (RTL AdConnect) to give each other access to premium TV and digital inventory assets in the US, Europe and even Asia.

NBCU

The inventory represents a sizable addition for NBC

RTL will be able to sell NBCU media to clients, and NBCU can in return offer RTL’s reach in some of Europe’s most-viewed media channels. The strategic partnership in effect strengthens each broadcaster on a global level and allows clients to easily flex into new continents alongside premium, brand-safe TV.

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The inventory represents a sizable addition for NBC, which already claimed to reach 700 million people a month across Comcast, NBCU and Sky in Europe. It’s added significantly to the 300 “unique digital access points” available over its media buying tool One Platform with the deal.

KC Sullivan, president of global advertising and partnerships, NBCUniversal, said: “Today’s announcement is also a sign that the marketplace should expect further global growth in the years ahead. We want NBCUniversal to be the number one choice for marketers globally. RTL strengthens our advertising offering in continental Europe as we strive to deepen our presence across the region.”

RTL Group invests around €3.5bn in content annually, and boasts slews of viewers and more than 3.4 million paying subscribers across its burgeoning German and Dutch streaming services. By 2026, it aims for 10 million subscribers across RTL+ and Videoland. It claims to be “one of the only media companies in Europe that can offer advertisers pan-European digital video campaigns.”

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