A look at live results

According to the company, NBCU programs live event content every day of the year, including sports, entertainment, and news in English and in Spanish across screens, devices and platforms.

Additionally, the company found that live events are effective for marketers throughout the funnel, driving awareness with +28% ad memorability; consideration with +23% purchase intent and +112% search engagement; and conversation with +19% brand recommendation.

The results are evident with NBCU’s partnership with Walmart Connect, which shows that live sports programming saw a lift of 43% in average transaction value, a 12% increase in transaction rate at Walmart, and a 21% bump in new buyers vs. standard CTV ads.

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The new insight announcements also come at a pivotal time for NBCU.

In addition to Cannes Lions, the company is in the midst of TV upfront negotiations, where buyers previously told ADWEEK that budgets have been shrinking amid market headwinds and an increase in more flexible spending opportunities.

Amid this disruption and increasing fragmentation, more spend is moving to live events and sports, where faster, richer insights become even more valuable.

NBCU’s new offerings also come about one month before its live programming extravaganza of the Paris Olympics.

“A key priority for us is helping marketers and our partners get all the data that they need to understand the power and the success and the performance that we’re seeing from live, which, of course, Olympics is a key component of that,” Levin said. “When marketers see these results, they continue to come in and invest more because of the power of the offering.”