Adding star power

Universal Filmed Entertainment Group movies now arrive on Peacock as early as 45 days after their theatrical release, and the company reports 95% of viewers have favorable opinions of the cinematic ad experiences, including pre-roll ads emulating theatre previews and pause ads aligning with organic breaks.

The company is also utilizing key sponsors and incorporating them into new original films such as Shooting Stars, which captures LeBron James’ journey as a high school basketball player. The film is sponsored by Capital One, Google Pixel and State Farm. Another original, Bernard and the Genie, is a unique adaptation of the ’90s film from original screenwriter Richard Curtis and starring Melissa McCarthy.

“We are very proud of our focus on both the consumer and the marketer. So everything we’ve built has been research-tested with both of those parties in mind,” Burke said. “And three years in, it’s working. Innovation is in our DNA, and we believe when advertising works for the consumer, it works for the marketer.”