NBCUniversal: Broadband, aggregation and streaming lead strategy

Linda Yaccarino, Chairman of Global Advertising and Partnerships at NBCUniversal said that broadband, aggregation and streaming currently lead the company´s strategy, a change that took place in these nine months of pandemic and that is a reflection of having consumers in the center of everything.

Yaccarino participated in the panel The Evolving Television Landscape during Nielsen´s virtual event The Future of Media Starts Here.

“We never anticipated that our theme parks or studios would be like they are now, but we would have never anticipated that our broadband, aggregation, and streaming businesses would have been leading,” she commented.

Ben Jankowski, Senior VP Global Media at MasterCard, mentioned that today they cannot measure consumers´ holistic vision and this is a huge challenge. “We have this fragmentation that is more difficult than ever to measure and we need to stay ahead of all this. The current ecosystem and consumer behavior are driving all these changes,” he said.

According to Tara Walpert Levy from Google and YouTube´s Marketing Agencies and Brand Solutions indicated that the important thing is the audience. “It is urgent to have an objective, independent measurement system that is scalable. A solution like that will make our message more impacting and useful,” he commented.

David Kenny, the CEO and Chief Diversity Officer at Nielsen, who moderated the panel, highlighted that the system they work in is transparent and auditable. “It is going to have a great impact on workflows. My goal is that at the end of these two years, we can be fully operational”.