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Twitter And NBCUniversal Expand Partnership In Multi-Year, Global Deal – Deadline


In a renewal of a partnership that dates to 2013, NBCUniversal and Twitter have set an expanded international relationship.

Many properties lengthy featured on NBCU’s airwaves and digital channels will likely be amplified by the multi-year deal, together with dwell sports activities, the Golden Globes, E! Folks’s Selection Awards and the Macy’s Thanksgiving Day Parade. Additionally on faucet are themed programming efforts like a Black Historical past Month initiative subsequent month and Andy Cohen’s Twitter-only Watch What Occurs Stay after-show.

The media firm and social community each say they’ve reaped advantages from the collaboration. International video views for all NBCU handles on Twitter have grown a mean of 26% and campaigns have elevated 25% 12 months over 12 months.

Whereas NBCU retains stakes in a whole lot of conventional components of the media ecosystem and likes to emphasize its “model security” relative to many rising platforms, digital has been a key precedence for the corporate. In asserting the extension, it mentioned each month greater than 200 million folks eat greater than 30 billion minutes on NBCU digital properties.

“With this strategic partnership, NBCUniversal’s main video content material meets Twitter’s worldwide attain, empowering entrepreneurs to attach with international audiences, whereas bringing shoppers curated premium content material on an attractive platform,” mentioned Krishan Bhatia, president and chief enterprise officer of NBCU advert gross sales. “The expansion in digital viewing has been nothing wanting explosive lately and along with Twitter, we’re serving to our companions have interaction audiences in a brand-safe manner—and form key conversations as they unfold.”

Underneath the expanded settlement, Twitter will present broader gross sales help for NBCU advertisers.

“Our collaboration will empower entrepreneurs to attach their manufacturers to the dialog of our engaged audiences,” mentioned Jennifer Prince, International VP and Head of Content material Partnerships, Twitter.

“We’re proud that our partnership with Twitter has grown to this international scale,” mentioned Maggie McLean Suniewick, President, Enterprise Growth and Partnerships, Direct-to-Client, NBCUniversal. “As folks more and more flip to digital platforms like Twitter, we proceed to increase the methods viewers can discover NBCUniversal’s well timed, high quality content material throughout leisure, sports activities and information.”





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