In addition to this year’s deals, ADWEEK learned the company is also looking ahead to opportunities such as 2026 FIFA World Cup on Telemundo, Super Bowl LX, Milano Cortina Olympic and Paralympic Games and next year’s BravoCon.

Speaking to ADWEEK ahead of NBCU’s upfront presentation, Marshall noted the importance of tentpole events but also explained that deals are evolving as brands look more to audiences.

“We’ve always thought about it as you’re reserving these big tentpole events across the year, which is true,” Marshall said. “But as we continue to evolve, we have conversations with people who are looking to reserve audiences throughout the year. And that was not part of a traditional negotiation in the past.”

According to a source familiar with the matter, more than half of NBCUniversal’s business is now transacting on a combination of broad and advanced audiences.