THE POWER OF
Why TV & Streaming Are Essential For Modern Marketers
Learn More
IN THE ADVERTISING MIX
DOMINATES
The Path To Purchase
SO IMPACTFUL?
WAYS TO SUPERCHARGE
INVESTMENT BEING CUT
WHY IS IT
IMPACT OF
Ad CHoices
PRIVACY POLICY
YOUR PRIVACY CHOICES
CA NOTICE
TERMS OF SERVICE
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spend on overall MEDIA MIX
WHY IS Premium Video
Premium Video
PREMIUM VIDEO ANCHORS THE MEDIA MIX
driving outsized upper and mid funnel impact, establishing a strong foundation for delivering long‑term brand growth and ROI.
Premium TV Lift versus digital & social competitors
Awareness
Digital
Social
Consideration
+218%
Purchase Intent
+89%
+80%
+170%
+59%
+157%
DRIVES Double to Triple DIGIT LIFTS
when compared to social and digital video platforms, setting up a foundation that brands use to fuel long term growth and ROI.
WHY IS
COMMANDS ENGAGED AUDIENCES
Premium video offers an environment that fosters strong emotional engagement and content fandoms, generating intense viewer loyalty to TV shows and streaming series. The result is an immersive connection to the content which translates to greater attention to advertising within premium content environments.
OUTWEIGH PREMIUM VIDEO SPEND BY 10%
22%
24%
of media investment
of upper & mid-funnel metrics
delivers
+10%
It is essential for marketers to consider the long-term sales impact of their investment. The brand-building capacity of TV and streaming platforms drives more sustained sales growth than channels widely recognized for driving lower funnel performance.
Brand Building Drives Long Term Impact
+113%
vs. paid search3
more long-term sales impact
compared to paid social
+44%
1. NBCU Premium Video Exploration (n=2800, Q1 2025) 2. ROAS TransUnion MMM Study – Insurance and Finance Category across 24+ brands with 3+ year lookback period, average of category level performance 3. Gain Theory MMM Study – Retail and QSR Category across 5+ brands with 3+ year lookback period, average of category level performance
THE POWER OF PREMIUM VIDEO
+79%
greater attention to ads within premium video vs. competitive digital platforms
2
Premium video leverages attentive audiences to generate upper and mid-funnel returns, justifying its place in a marketer's mix of media investment. These returns
SPEND IMPACT ON MEDIA MIX
underscoring the efficiency and effectiveness of Premium Video.
Premium video offers an environment that fosters fierce fandom. These passionate communities around TV shows and streaming series generate intense viewer loyalty and attentiveness. Premium video commands a remarkable +79% more attention to ads than social and digital video platforms,1 ensuring that brands’ messages are not just seen but truly absorbed.
SUPERCHARGE
WAYS TO
1. ROAS TransUnion MMM Study – Insurance and Finance Category across 24+ brands with 3+ year lookback period, average of category level performance 2. Gain Theory MMM Study – Retail and QSR Category across 5+ brands with 3+ year lookback period, average of category level performance 3. Foursquare, A18+, 4 brand activations between 7/1/2024 – 12/31/2024, Foot Traffic Visitation Index = Unique store visits / Reach represented as an index; Unexposed = unexposed to NBCU media and represents a weighted average across 32 brands and 56 campaigns with n=30 or more
Leveraging Both Big, Live Events & Audience Targeted Campaigns is...
Marketers can further optimize their returns by leveraging specific premium video investments:
where purchase desicions are made
vs. just Big, Live Events
vs. just Audience Targeted
NBCU Premium Video Amplifies Short-Term Impact With Best-In-Class Capabilities vs. NBCU overall baseline performance
particularly effective at moving consumers further along the path to purchase
MID-FUNNEL
AD INNOVATIONS
ADVANCED AUDIENCES
BIG EVENTS
+49%
+19%
+53%
+160%
+14%
WHY IS IT SO IMPACTFUL
HIGH-IMPACT MEDIA TACTICS MAXIMIZE PERFORMANCE
advanced audiences
These high-performance tactics enhance the efficiency of premium video, ensuring that every dollar spent works harder to engage the right audiences and achieve marketing objectives1-2
Ad INNOVATIONS
LIVE EVENTS
3
Optimizing Within Premium Video DRIVES Outsized RESULTS with High-Impact Tactics
BETTER TOGETHER
SPEND ON OVERALL MEDIA MIX
LACK OF Premium Video impacts overall MEDIA MIX
IF INVESTMENT was Cut Completely...
Some marketers may be tempted to shift investments away from premium video in favor of social and digital platforms, seeking immediate results and greater efficiency. However, reallocating an entire premium video budget into these channels can undermine campaign effectiveness, highlighting the irreplaceable role premium video plays in the media mix.
across competitive platforms, too
Reallocating spend toward other media channels results in:
Significant Brand REVENUE DECLINE
-29%
-28%
-23%
Even with increased spend, the loss of Awareness and Consideration driven by Premium Video ultimately hurts conversions
& ROI DECLINES for Brands
SOCIAL
1. Gain Theory MMM Study – Retail and QSR Category across 5+ brands with 3+ year lookback period, average of category level performance
1
Premium Video IS CRITICAL TO THE MEDIA MIX
Marketers may be tempted to shift investments away from premium video in favor of social and digital platforms, seeking short-term results and greater efficiency. However, reallocating investment into these channels can weaken overall performance, highlighting the irreplaceable role premium video plays in the media mix.
