NBCUniversal, Sky Partner on Joint Advertising Platform

NBCUniversal and sister company Sky have launched of an advertising partnership enabling the companies’ original content to be available for purchase through NBCUniversal’s upstart “One Platform.”

Leadership of the new global division will be announced in the coming weeks, and will report into NBCUniversal Chairwoman Linda Yaccarino as well as partner closely with Sky Chief Business Officer Patrick Béhar.

NBCUniversal parent Comcast acquired U.K. satellite TV operator Sky for $39 billion in 2018.

With many consumers stuck at home during mandated government quarantine measures, domestic TV viewership is expected to add 8.3 million viewers in 2020 — the first increase since 2011, according to eMarketer.

With the global coronavirus pandemic upending traditional advertising strategies, NBCUniversal’s One Platform aims to give marketers access to premium content and advanced advertising capabilities that NBCU and Sky each bring to market.

Comcast, NBCUniversal and Sky’s combined $24 billion investment in original content ranges from “Saturday Night Live” to “Game of Thrones,” as well international news efforts. NBCUniversal and Sky claim to reach an audience that spans more than half a billion viewers every month in more than 160 countries.

“At a time when lots and lots of companies are slashing their ad budgets, or at least pausing them, now the supply of viewing time or ad inventory exceeds the demand from advertisers to fill it,” Ross Benes, analyst at eMarketer, told CNBC. “It’s great to get people to watch your show, but each viewer is being monetized much lower than they were months ago.”

One Platform hopes to remedy that issue.