The 15-page report draws on company data and highlights the ongoing changes in viewer behavior. The ground was already shifting underfoot before Covid-19 further altered the landscape.
In an interview with Deadline, Mark Marshall, president of ad sales and client partnerships, and Kavita Vazirani, EVP of Insights & Measurement, said the goal is to position NBCU as a comprehensive option for media buyers. “Clients used to have to decide, ‘Should I put money into television or digital?’” Marshall said. “We no longer have to bifurcate.”
Vaizirani noted that “more and more people are tuning into their own schedules. Consumers don’t really differentiate” as much between live and on-demand.
That trend has been under way for the past few years, but the