Twitter and NBCUniversal have renewed their media collaboration deal from 2013. The social media platform and entertainment conglomerate have had positive effects from the partnership and are expanding it in a new multi-year deal.
“We’re proud that our partnership with Twitter has grown to this global scale,” said Maggie McLean Suniewick, President, Business Development and Partnerships, Direct-to-Consumer, NBCUniversal. “As people increasingly turn to digital platforms like Twitter, we continue to expand the ways viewers can find NBCUniversal’s timely, quality content across entertainment, sports and news.”
Along with its traditional broadcasting outlets, the collab has allowed NBCUniversal to branch out to new audiences through Twitter with properties including live sports, the Golden Globes, E! People’s Choice Awards, the Macy’s Thanksgiving Day Parade, as well as other programming like Andy Cohen’s Watch What Happens Live after-show which is available only on Twitter.
“With this strategic partnership, NBCUniversal’s leading video content meets Twitter’s worldwide reach, empowering marketers to connect with global audiences, while bringing consumers curated premium content on an engaging platform,” said Krishan Bhatia, president and chief business officer of NBCU ad sales. “The growth in digital viewing has been nothing short of explosive in recent years and together with Twitter, we’re helping our partners engage audiences in a brand-safe way—and shape key conversations as they unfold.”
Thanks to the media partnership with video views for all NBCU handles worldwide on Twitter have grown an average of 26% and campaigns have increased 25% year over year. According to NBCU, more than 200 million people consume 30+ million minutes of its digital content every month.