NBCUniversal reimagines the commercial experience. Cuts advertising clutter by 20% and time by 10% in prime originals across portfolio. Increases commercial innovation using artificial intelligence to introduce new contextually relevant, 60 second Prime Pod and new advertising formats for stronger brand connection

NBCUniversal announced its plan to decrease the number of advertisements in commercial pods by 20 percent and decrease advertising time by 10 percent across its networks during its original primetime programming.

The company will also launch a new 60 second contextually-programmed Prime Pod in the first or last break of a show dedicated to up to two advertisers for stronger impact with viewers.

In making the announcement, Linda Yaccarino, Chairman, Advertising and Client Partnerships NBCUniversal (in the picture above), said: “Sometimes, a little bit less means a whole lot more. The industry knows that television is already the most effective advertising medium there is, but we need to make the experience better for viewers. We promised some big swings last fall to move our industry forward and this is the first one. Now, NBCUniversal is advancing the tv experience as consumer behavior has evolved: lower ad loads, more innovation and more targeting. We’re reimagining the advertising experience for consumers, marketers, and the entire industry”.

Over the past five years, the video viewing environment has become more cluttered with more than 400,000 advertisements added. Consumer behavior has shifted and as viewers have migrated to other platforms, advertising effectiveness has waned.

A video illustrating this initiative