NBCUniversal Strikes Deal to Sell Versant Ads for Two Cycles

NBCUniversal to Continue Selling Commercials for Versant Cable Networks

NBCUniversal has announced that it will be parting ways with many of its cable networks, but will continue to sell all the commercials that appear on those outlets for the next two years. This decision comes as part of a commercial-services agreement reached between NBCU and Versant, the company that parent Comcast is spinning off. Versant’s portfolio of cable networks includes popular channels like MSNBC, USA, and CNBC.

Mark Marshall, NBCU’s chairman of global advertising and partnerships, will oversee sales strategy and revenue for both companies’ properties. Tom Winiarski, a veteran of NBCU, will transition to Versant as the executive vice president of ad sales strategy and monetization. This partnership aims to maintain a dedicated sales team to represent the companies’ inventory and drive revenue for their iconic IP.

While cable properties face challenges in the streaming era, they continue to play a significant role in NBCU’s sales strategy. These channels help advertisers reach additional viewers and enhance deals for premium assets like NBC’s flagship broadcast network.

NBCU and Versant will remain partners in various endeavors, including broadcasting certain sports events. Versant’s CEO, Mark Lazarus, expressed confidence in the partnership with NBCU’s advertising sales and strategy division to drive revenue for the new media company.

As the two companies collaborate on ad sales, media buyers are curious about the future implications. Will NBCU be able to continue selling Versant’s commercial inventory, especially considering its existing partnerships like with Apple News? The industry will be watching closely to see how this arrangement unfolds.