NBCUniversal will turn 100 in 2026, and ahead of its anniversary, the company is announcing a slate of new advertising features and AI capabilities, including an updated ad model for live events such as the Super Bowl.

Today at the Consumer Electronics Show (CES), NBCUniversal previewed its future of full-funnel advertising and unveiled new engagement capabilities within its One Platform technology stack as well as success metrics, illustrating the effectiveness of its TV advertising.

“We have taken the time to invest in the right technology with One Platform Total Audience and prioritize Peacock as an ad-supported streaming service,” Mark Marshall, chairman, global advertising and partnerships at NBCUniversal, told ADWEEK. “And one of the announcements we are excited about this CES is combining both ad and creative optimization so that we can find the right audience in the right content at the right time for our media partners. That is a game-changer and a core differentiator for us.”

NBCUniversal announced new and expanded features on Peacock for viewers and advertisers, which includes a Live in Browse feature that debuts this month and brings live events to life on the homepage, automatically playing in the top row as soon as viewers open the app. 

Additionally, NBCUniversal will make its pause ad format available within live events. According to the company, Peacock drove a 43% increase in brand site visitation and 43% higher memorability compared to standard ads, making pause ads even more effective.

Super ad models

The company also announced the expansion of its Ad Creative Engine, which uses generative AI, machine learning, and statistical models to understand the historical performance of ad creative within specific content, predicting how creative will perform for KPIs such as brand awareness, message breakthrough, ad likeability, and search engagement. 

“We have capabilities, including NBCUniversal’s Ad Creative Engine, that make marketing within live programming even more effective,” Marshall said. “The incredible advantage of this capability is that it allows us to take a specific piece of creative from a marketer and find the right target audience and find the right tonality and thematic to put that creative against.”

The capability will now be expanded to the biggest moments in live event content, as well as an updated Super Bowl ad model for February 2026, leveraging three times more data points since 2018. 

The NBCU ads president noted that the company has every ad over the past 11 Super Bowls characterized against four KPIs—brand awareness, message breakthrough, ad likeability, and search engagement. The company has also worked with over 100 different test campaigns, with the goal of scaling its capabilities to other live events across its portfolio.

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