NBCUniversal to Continue Selling Commercials for Versant’s Cable Networks
NBCUniversal has announced that it will be parting ways with many of its cable networks, but will continue to sell all the commercials that appear on those outlets for the next two years. This decision comes as NBCU and Versant, the company that parent Comcast is spinning off, have reached a commercial-services agreement that will allow NBC to sell Versant’s U.S. advertising inventory through the next two “upfront” cycles. Versant owns cable networks such as MSNBC, USA, and CNBC, among others.
Mark Marshall, NBCU’s chairman of global advertising and partnerships, will oversee sales strategy and revenue for both companies’ properties. Tom Winiarski, a veteran of NBCU, will move to Versant to serve as executive vice president of ad sales strategy and monetization. Winiarski has a wealth of experience, having previously worked as president of platform monetization at NBCU for the past five years.
According to Marshall, “By entering into this partnership with Versant, we’re maintaining simplicity for our partners and ensuring a single, dedicated sales team will represent the companies’ collective inventory and drive revenue for all the iconic IP that our viewers love.”
While cable properties are facing challenges in the streaming era, they remain a crucial part of NBCU’s sales strategy. These properties, such as Bravo or E!, are often used to help advertisers reach additional viewers and enhance deals for premium assets like the flagship broadcast network.
NBCU and Versant will continue to collaborate in various endeavors, with Versant’s cable networks expected to broadcast certain sports events under existing rights deals with sports leagues.
Mark Lazarus, Versant’s CEO, expressed excitement about the partnership, stating, “NBCUniversal operates a best-in-class advertising sales and strategy division, and partnering with Mark Marshall and his team, alongside Tom Winiarski in his new role, will enable Versant to operate seamlessly and with agility from the start.”
As NBCU continues to sell Versant’s commercial inventory, media buyers are curious about the future implications of this arrangement. With NBCU having sold ad space for Apple News for several years, questions arise about the sustainability of this partnership in the long term.
