Market Overview

Here's What NBC Understands About Advertising In The Age Of Snapchat

Share:
Here's What NBC Understands About Advertising In The Age Of Snapchat

Loop Capital Markets analyst Blake Harper praised the traditional media giant NBC Tuesday for adequately adjusting its advertising strategy to reflect the demands of the time.

NBC and owner Comcast Corporation (NASDAQ: CMCSA) proved their 21st-century savviness through a recent deal with Snap Inc (NYSE: SNAP) regarding upcoming Olympic coverage.

The two agreed to feature coverage of the 2018 winter games in live stories beside user-generated content and to allow NBC to sell relevant geofilters and lenses to advertisers.

Additionally, NBC will collaborate with Buzzfeed to produce Snapchat Discover content.

Scope Of Impact

"NBCUniversal is recognizing that younger people are not watching the Olympics on TV as much as older generations, and we believe the company has been forward thinking by distributing Olympic content widely across its online properties and its NBC Sports app,” Harper wrote in a note.

During the Rio Summer Olympics, nearly 35 million Americans — most of whom were under age 35 — watched more than 230 million minutes of NBC content on Snapchat.

“While the reported ad commitments from NBC of $50 million to $70 million are immaterial to our 2018 revenue estimate of $1.98 billion, we believe Snap and its partners are better positioned as a more effective TV channel for advertisers looking to target younger users," analysts wrote.

Not only is NBC poised to expand its audience, but Snap is geared to accrue more TV advertisers from the partnership.

Related Links:

Does Snapchat's Maturing User Base Mean Anything For Its Top Line?

Snapchat Rakes In Ad Dollars, Emerges As Potent Threat To Facebook, Twitter

Latest Ratings for CMCSA

DateFirmActionFromTo
Jul 2019UpgradesNeutralBuy
Jun 2019Initiates Coverage OnBuy
May 2019UpgradesNeutralBuy

View More Analyst Ratings for CMCSA
View the Latest Analyst Ratings

Posted-In: 2018 Winter Olympics Blake Harper BuzzFeedAnalyst Color Analyst Ratings Tech Media General Best of Benzinga

 

Related Articles (CMCSA + SNAP)

View Comments and Join the Discussion!

Latest Ratings

StockFirmActionPT
MSFTMaintains155.0
EGBNDowngrades
EBAYMaintains37.0
EBAYMaintains40.0
SQAssumes78.0
View the Latest Analytics Ratings
Don't Miss Any Updates!
News Directly in Your Inbox
Subscribe to:
Benzinga Trading Daily
Get pre-market outlook, mid-day update and after-market roundup emails in your inbox.
Market in 5 Minutes
Everything you need to know about the market - quick & easy.
Daily Analyst Rating
A summary of each day’s top rating changes from sell-side analysts on the street.
Thank You

Thank you for subscribing! If you have any questions feel free to call us at 1-877-440-ZING or email us at vipaccounts@benzinga.com

A New Value-Added Carbon Tax Would Face High Hurdles

Mid-Afternoon Market Update: U.S. Stocks Turn Positive; Crude Oil Up 1.7%