1 00:00:07,560 --> 00:00:12,119 Speaker 1: Welcome to Strictly Business, Variety's weekly podcast featuring conversations with 2 00:00:12,200 --> 00:00:15,920 Speaker 1: industry leaders about the business of media and entertainment. I'm 3 00:00:15,960 --> 00:00:19,680 Speaker 1: Cynthia Lyttleton, co editor in chief of Variety Today. My 4 00:00:19,760 --> 00:00:24,200 Speaker 1: guest is Mark Marshall, NBC Universal's chairman of Global Advertising 5 00:00:24,280 --> 00:00:27,880 Speaker 1: and Partnerships. Will casual sports fans tune in to the 6 00:00:27,880 --> 00:00:33,040 Speaker 1: Paris Summer Olympics, Will TV advertising's upfront sales process endure? 7 00:00:33,520 --> 00:00:36,879 Speaker 1: And why does NBC Universals see itself increasingly becoming a 8 00:00:36,920 --> 00:00:40,839 Speaker 1: technology company. Marshall addresses these questions and more and a 9 00:00:40,840 --> 00:00:45,720 Speaker 1: wide ranging conversation. He's a TV advertising guy through and through. 10 00:00:46,159 --> 00:00:50,400 Speaker 1: Marshall spent fifteen years with Turner Broadcasting before joining NBCU 11 00:00:50,560 --> 00:00:53,600 Speaker 1: in twenty thirteen. He was up to president in twenty 12 00:00:53,640 --> 00:00:56,320 Speaker 1: eighteen and tapped to take the helm of all ad 13 00:00:56,400 --> 00:01:00,480 Speaker 1: sales last year after his predecessor, Linda Yakarino, depart at 14 00:01:00,600 --> 00:01:04,120 Speaker 1: NBCU for what was then Twitter. Marshall has a love 15 00:01:04,120 --> 00:01:06,600 Speaker 1: of the game that's palpable. When I met with him 16 00:01:06,680 --> 00:01:09,119 Speaker 1: last week at his offices in New York, I could 17 00:01:09,120 --> 00:01:11,959 Speaker 1: tell that he was well into his pregame stretches for 18 00:01:12,040 --> 00:01:14,760 Speaker 1: the upfront sales marathon to come in a few weeks. 19 00:01:15,440 --> 00:01:18,600 Speaker 1: He shares a lot of wonky advertising details that will 20 00:01:18,640 --> 00:01:21,280 Speaker 1: be of interest to those who are also in the hunt. 21 00:01:21,680 --> 00:01:24,319 Speaker 1: One that stood out to me is that Olympics programming 22 00:01:24,360 --> 00:01:27,840 Speaker 1: will be made available for programmatic digital ad sales for 23 00:01:27,920 --> 00:01:31,240 Speaker 1: the first time this year. No doubt, the pressure is 24 00:01:31,319 --> 00:01:35,800 Speaker 1: on for NBC Universal to deliver compelling Olympics telecasts this 25 00:01:35,880 --> 00:01:40,559 Speaker 1: summer after several cycles of challenged Olympic Games. The buck 26 00:01:40,640 --> 00:01:43,880 Speaker 1: stops with Marshall in terms of the company delivering a 27 00:01:43,959 --> 00:01:48,160 Speaker 1: compelling number for total ad sales seconds after the closing 28 00:01:48,240 --> 00:01:51,840 Speaker 1: ceremonies are done. So don't go away. All this and 29 00:01:51,920 --> 00:02:09,000 Speaker 1: more is coming up right after this break, and we're 30 00:02:09,000 --> 00:02:13,240 Speaker 1: back with more from NBC Universal Ad Sales chief Mark Marshall. 31 00:02:13,800 --> 00:02:18,920 Speaker 1: Mark Marshall, Chairman of Global Advertising and Partnerships for NBC Universal, 32 00:02:19,320 --> 00:02:21,760 Speaker 1: Thank you so much for having me up here in 33 00:02:21,800 --> 00:02:26,440 Speaker 1: your beautiful avenue of the America's offices. Thirty Rock Adjacent. 34 00:02:26,960 --> 00:02:30,440 Speaker 2: That's right, thirty Rock Adjacent. We get to look at 35 00:02:30,440 --> 00:02:32,679 Speaker 2: thirty Rock, which is actually better than working in there. 36 00:02:32,760 --> 00:02:35,120 Speaker 2: We get to look at the beautiful building across the street. 37 00:02:35,160 --> 00:02:38,560 Speaker 1: I understand there's a few secret tunnels bored under this there. 38 00:02:38,560 --> 00:02:41,359 Speaker 2: Are, and you get to explore the subway along the 39 00:02:41,400 --> 00:02:43,280 Speaker 2: way the secret tunnels as well. 40 00:02:43,560 --> 00:02:45,840 Speaker 1: Big picture, how are you feeling going into this year's 41 00:02:45,840 --> 00:02:47,160 Speaker 1: over I. 42 00:02:47,080 --> 00:02:49,440 Speaker 2: Feel great, you know. I think it's we're at this 43 00:02:49,560 --> 00:02:54,480 Speaker 2: transitional period in our industry, but specifically at NBCU where 44 00:02:54,760 --> 00:02:58,440 Speaker 2: for our first we'll call it ninety eight years, we 45 00:02:58,440 --> 00:03:03,200 Speaker 2: were a content company. Occasionally we would have differences of 46 00:03:03,240 --> 00:03:06,960 Speaker 2: how do we actually distribute that content differently, whether that 47 00:03:07,160 --> 00:03:11,919 Speaker 2: was from radio to broadcast, to cable to eventually digital. 48 00:03:13,639 --> 00:03:15,800 Speaker 2: And now the exciting part is now we're also becoming 49 00:03:15,840 --> 00:03:19,400 Speaker 2: a technology company that is figuring out how do we 50 00:03:19,440 --> 00:03:22,480 Speaker 2: deliver those ads to the right people in the right 51 00:03:22,560 --> 00:03:26,040 Speaker 2: emotional state. And we are very excited. I feel very 52 00:03:26,080 --> 00:03:29,040 Speaker 2: fortunate and humbled to get to be at this company 53 00:03:29,040 --> 00:03:30,359 Speaker 2: at this time. So I'm excited. 54 00:03:30,800 --> 00:03:32,560 Speaker 1: Let me ask you, though, a little bit more about 55 00:03:32,600 --> 00:03:38,880 Speaker 1: becoming a technology the technology of finding, identifying audience, finding audience, 56 00:03:38,920 --> 00:03:41,880 Speaker 1: delivering audience. That's basically what you're talking about. 57 00:03:41,600 --> 00:03:44,240 Speaker 2: Correct, correct, And that's been a big part of the 58 00:03:44,280 --> 00:03:48,880 Speaker 2: focus over the past year is rolling out our technology 59 00:03:48,880 --> 00:03:51,839 Speaker 2: and our new platforms because I think there's all this 60 00:03:52,120 --> 00:03:56,600 Speaker 2: debate that always happens of linear verse streaming, and the 61 00:03:56,720 --> 00:03:59,000 Speaker 2: fact is that you shouldn't buy for kate. The only 62 00:03:59,040 --> 00:04:01,440 Speaker 2: way you're going to reach the end entire audience to 63 00:04:01,480 --> 00:04:04,200 Speaker 2: grow your consumer base as an advertiser is you're going 64 00:04:04,280 --> 00:04:06,400 Speaker 2: to have to reach everyone. And so that's what we've 65 00:04:06,440 --> 00:04:09,160 Speaker 2: worked hard, and we've built our own platform that allows 66 00:04:09,200 --> 00:04:12,120 Speaker 2: for the first time, linear and digital to both be 67 00:04:12,200 --> 00:04:14,640 Speaker 2: on the same media plan, to be able to look 68 00:04:14,680 --> 00:04:18,080 Speaker 2: at it from a reach in frequency standpoint and against 69 00:04:18,080 --> 00:04:22,080 Speaker 2: strategic audiences That's never been done by a media company before. 70 00:04:22,240 --> 00:04:25,240 Speaker 2: So that's been our big focus over the past year, and. 71 00:04:25,160 --> 00:04:29,719 Speaker 1: That has been you literally building these software systems from 72 00:04:29,720 --> 00:04:32,920 Speaker 1: the ground up, from the zeros and ones, building. 73 00:04:32,800 --> 00:04:37,480 Speaker 2: Absolutely with some great tech partners. But Ryan mcconvill and 74 00:04:37,560 --> 00:04:41,560 Speaker 2: his team here within our walls have built this platform 75 00:04:41,800 --> 00:04:44,599 Speaker 2: and it is a first of its kind. And the 76 00:04:44,680 --> 00:04:47,919 Speaker 2: part that we're very excited about in our early testing 77 00:04:48,000 --> 00:04:52,760 Speaker 2: is it's been so effective and showing real results for advertisers. 78 00:04:53,080 --> 00:04:56,720 Speaker 2: It's always great. We knew premium video was effective for 79 00:04:56,880 --> 00:05:01,120 Speaker 2: marketers in our old measurement system, we really didn't have proof. 80 00:05:01,600 --> 00:05:03,640 Speaker 2: Now we actually have proof of what that value is 81 00:05:03,680 --> 00:05:04,839 Speaker 2: and what it does for our brand. 82 00:05:05,560 --> 00:05:08,679 Speaker 1: Does it allow you to I've heard, you know, people 83 00:05:08,720 --> 00:05:12,000 Speaker 1: say the holy grail is to see Okay, the person 84 00:05:12,040 --> 00:05:15,039 Speaker 1: who is watching is catching up Bun Jimmy Fallon on 85 00:05:15,080 --> 00:05:17,960 Speaker 1: the subway on their way to work and then goes 86 00:05:18,000 --> 00:05:20,800 Speaker 1: home and watches an episode of one of the Chicago 87 00:05:20,920 --> 00:05:23,640 Speaker 1: shows on their big screen TV, but then finishes the 88 00:05:23,720 --> 00:05:26,919 Speaker 1: last ten minutes back on the subway to work or 89 00:05:26,960 --> 00:05:28,719 Speaker 1: in bed. Is there going you know on the phone? 90 00:05:30,520 --> 00:05:34,120 Speaker 1: Is that kind of like that ability to track what 91 00:05:34,160 --> 00:05:37,680 Speaker 1: people are watching rather than what platform they're watching it on. 92 00:05:37,760 --> 00:05:38,600 Speaker 1: Is that kind of one? 93 00:05:38,760 --> 00:05:40,560 Speaker 2: I think I think that's one of it. And then 94 00:05:40,600 --> 00:05:44,040 Speaker 2: I would layer on top of that is also finding 95 00:05:44,080 --> 00:05:48,000 Speaker 2: the right person who's in their own consumer journey. So 96 00:05:48,520 --> 00:05:52,880 Speaker 2: we'll talk about at the upfront, we'll talk about someone 97 00:05:52,880 --> 00:05:56,240 Speaker 2: who's in market for a car, how they respond to 98 00:05:56,279 --> 00:05:58,839 Speaker 2: an AD is different than someone who isn't in market 99 00:05:58,960 --> 00:06:01,359 Speaker 2: for a car, and how do we actually make the 100 00:06:01,440 --> 00:06:05,000 Speaker 2: marketers message show up for the right person. So what 101 00:06:05,040 --> 00:06:07,640 Speaker 2: you just talked about of where they're showing up, we 102 00:06:07,680 --> 00:06:10,240 Speaker 2: want to reach them wherever they are, but we want 103 00:06:10,240 --> 00:06:12,160 Speaker 2: to reach them with the right message, and we can 104 00:06:12,200 --> 00:06:15,040 Speaker 2: now do that in a way that we couldn't do previously. 105 00:06:15,760 --> 00:06:19,000 Speaker 1: Building your own tech stack as they say, I can't 106 00:06:19,040 --> 00:06:20,839 Speaker 1: believe I just use that term, but I did in 107 00:06:20,920 --> 00:06:24,000 Speaker 1: building your own tech stack? What did you learn as 108 00:06:24,000 --> 00:06:27,760 Speaker 1: you pursued that, what did you learn about what marketers want? 109 00:06:27,920 --> 00:06:30,280 Speaker 2: Well? I think what marketers want is they want more 110 00:06:30,279 --> 00:06:35,840 Speaker 2: information about what's resonating and what isn't. You know, you 111 00:06:35,880 --> 00:06:40,960 Speaker 2: look at the top one hundred companies over the past 112 00:06:41,000 --> 00:06:44,520 Speaker 2: five years. Everyone's ad budget in that GRIB isn't going up, 113 00:06:45,160 --> 00:06:47,839 Speaker 2: but Wall Street is looking for them to grow about 114 00:06:47,880 --> 00:06:51,400 Speaker 2: ten percent, and so there's a delta between the two 115 00:06:51,400 --> 00:06:54,159 Speaker 2: of those, which means their media and how they create 116 00:06:54,200 --> 00:06:57,279 Speaker 2: demand for their product has to get more efficient. So 117 00:06:57,400 --> 00:06:59,880 Speaker 2: that's really what we're focusing. So a lot of our 118 00:07:00,040 --> 00:07:03,960 Speaker 2: discussions with our tests in this product and others is 119 00:07:04,279 --> 00:07:06,919 Speaker 2: they just want to get information about what's really working. 120 00:07:07,279 --> 00:07:08,960 Speaker 2: You know. One of the things that we've seen so 121 00:07:09,160 --> 00:07:11,960 Speaker 2: far is some of the money that has left premium 122 00:07:12,080 --> 00:07:15,400 Speaker 2: video that has gone into search for example. That's one 123 00:07:15,400 --> 00:07:19,560 Speaker 2: of the areas where dollars have shifted. What we're starting 124 00:07:19,560 --> 00:07:23,280 Speaker 2: to see is actually this premium video is driving unbelievable 125 00:07:23,520 --> 00:07:27,920 Speaker 2: search results, so way more so than going and buying 126 00:07:28,000 --> 00:07:32,040 Speaker 2: keywords you know in you know, a space of search. 127 00:07:32,480 --> 00:07:35,080 Speaker 2: So those are the type of insights that marketers are 128 00:07:35,080 --> 00:07:37,280 Speaker 2: looking for of how do you optimize, how do you 129 00:07:37,320 --> 00:07:40,800 Speaker 2: make sure you're you're getting benefits for the brand for 130 00:07:40,960 --> 00:07:45,120 Speaker 2: search for actual sales all through the funnel. 131 00:07:45,400 --> 00:07:47,760 Speaker 1: We want that round number. I want to know how 132 00:07:47,760 --> 00:07:52,160 Speaker 1: many millions, how many millions watched the Chicago Show, how 133 00:07:52,160 --> 00:07:56,240 Speaker 1: many millions watched America's Got Talent? And although everybody likes 134 00:07:56,240 --> 00:07:58,280 Speaker 1: a big round number, I understand that isn't the end 135 00:07:58,360 --> 00:08:00,320 Speaker 1: all and b all. You want to know how how 136 00:08:00,400 --> 00:08:04,640 Speaker 1: did you get me this cluster of families with you know, 137 00:08:04,680 --> 00:08:06,120 Speaker 1: a kid on the way that are about to buy 138 00:08:06,120 --> 00:08:08,240 Speaker 1: a minivan. That's really the state of the art. 139 00:08:08,560 --> 00:08:10,640 Speaker 2: That's exactly what we're trying to do. And I think 140 00:08:10,720 --> 00:08:13,680 Speaker 2: part of the reason as an industry where we've had 141 00:08:13,720 --> 00:08:16,400 Speaker 2: some challenges is, you know, if you think of the 142 00:08:16,480 --> 00:08:20,120 Speaker 2: marketing funnel and we talk about is it brand or 143 00:08:20,200 --> 00:08:23,400 Speaker 2: is it performance marketing that marketers should be going after, 144 00:08:24,000 --> 00:08:26,640 Speaker 2: everyone forgets there's a big, thick one in the middle, 145 00:08:26,720 --> 00:08:29,480 Speaker 2: which is call the middle of the funnel. Which is 146 00:08:29,600 --> 00:08:33,120 Speaker 2: really the consideration. And so what we've started to see 147 00:08:33,240 --> 00:08:38,200 Speaker 2: is the middle of the funnel is where we lose consumers. So, 148 00:08:38,280 --> 00:08:41,400 Speaker 2: for example, of brand in the auto category might be 149 00:08:42,080 --> 00:08:46,080 Speaker 2: eighty percent awareness, but we know there's only sixteen point 150 00:08:46,120 --> 00:08:48,000 Speaker 2: six million people that are going to buy a car 151 00:08:49,320 --> 00:08:52,280 Speaker 2: in that year. So how do you make that middle 152 00:08:52,320 --> 00:08:55,320 Speaker 2: of the funnel way more effective? And as an industry, 153 00:08:55,360 --> 00:09:00,120 Speaker 2: since nineteen fifty, we've talked to all of the consumers 154 00:09:00,120 --> 00:09:02,679 Speaker 2: if they're a woman twenty five to fifty four or 155 00:09:02,720 --> 00:09:05,920 Speaker 2: an adult eighteen to forty nine, we haven't talked to 156 00:09:05,960 --> 00:09:08,600 Speaker 2: them as someone who's in market to buy a car. 157 00:09:09,240 --> 00:09:11,839 Speaker 2: And now that we can do that, we're seeing that 158 00:09:11,960 --> 00:09:15,760 Speaker 2: middle funnel really improving, which is helping all the way 159 00:09:15,760 --> 00:09:18,520 Speaker 2: through and driving sales to the bottom the f I'm 160 00:09:18,520 --> 00:09:19,480 Speaker 2: going full nerd here. 161 00:09:19,920 --> 00:09:22,360 Speaker 1: It's okay, I'm going to nerd out too. I can't 162 00:09:22,400 --> 00:09:27,880 Speaker 1: remember who it was, but somebody who's initial was on 163 00:09:27,920 --> 00:09:30,400 Speaker 1: the name of an ad agency. But somebody famously said, 164 00:09:30,400 --> 00:09:32,800 Speaker 1: I know half of my advertising is wasted. I just 165 00:09:32,840 --> 00:09:37,520 Speaker 1: don't know which half you're getting down. You're drilling down into. 166 00:09:36,480 --> 00:09:38,400 Speaker 2: That half, we can tell which half works. 167 00:09:38,440 --> 00:09:42,280 Speaker 1: Now you know I know the Olympics is an enormous 168 00:09:42,360 --> 00:09:45,160 Speaker 1: period of work for you. I also know it's enormous 169 00:09:45,280 --> 00:09:47,360 Speaker 1: R and D and you have, especially I know in 170 00:09:47,360 --> 00:09:50,360 Speaker 1: the Comcast era, have really used that to be you know, 171 00:09:50,559 --> 00:09:54,359 Speaker 1: R and D on the audiences on measurement on different systems. 172 00:09:55,040 --> 00:09:58,640 Speaker 1: What I can only imagine that Paris is no exception. 173 00:09:59,120 --> 00:10:01,880 Speaker 2: Yeah, you are correct. We do use it as an 174 00:10:02,000 --> 00:10:03,880 Speaker 2: R and D lab because there aren't a lot of 175 00:10:03,880 --> 00:10:06,240 Speaker 2: things that you can do over a short period of 176 00:10:06,280 --> 00:10:10,240 Speaker 2: time that can get you scale and do control and 177 00:10:10,400 --> 00:10:13,160 Speaker 2: the new element and be able to measure it in 178 00:10:13,200 --> 00:10:15,520 Speaker 2: real time. So we will continue to do that and 179 00:10:15,559 --> 00:10:17,920 Speaker 2: I think you'll see a lot of that innovation that 180 00:10:18,000 --> 00:10:20,199 Speaker 2: will be happening, and we're going to be you know, 181 00:10:20,520 --> 00:10:23,280 Speaker 2: one of them is virtual concessions. So this is the 182 00:10:23,280 --> 00:10:26,440 Speaker 2: first time we've really done commerce as part of the 183 00:10:26,480 --> 00:10:29,160 Speaker 2: Olympics as well. So you're actually gonna. 184 00:10:29,000 --> 00:10:31,600 Speaker 1: I was thinking, like people that didn't win gold medals, 185 00:10:31,600 --> 00:10:33,160 Speaker 1: we're going to give virtual consition. 186 00:10:33,240 --> 00:10:35,400 Speaker 2: Yeah, no participation medals. 187 00:10:35,080 --> 00:10:37,400 Speaker 1: In the Olympics on the brain right now. 188 00:10:38,559 --> 00:10:40,080 Speaker 2: So what you're going to be able to do is 189 00:10:40,160 --> 00:10:43,760 Speaker 2: if you're sitting down at eight pm and getting ready 190 00:10:43,760 --> 00:10:46,680 Speaker 2: for Mike Tikio to take you through the night with 191 00:10:46,800 --> 00:10:49,760 Speaker 2: the family and you realize that you do not have popcorn, 192 00:10:49,800 --> 00:10:52,320 Speaker 2: you don't have soda. You're going to be able to 193 00:10:52,440 --> 00:10:55,559 Speaker 2: order it in real time, which would be the first 194 00:10:55,559 --> 00:10:57,440 Speaker 2: time that we've done that. And we're going to do 195 00:10:57,480 --> 00:11:02,040 Speaker 2: other innovations like multiview on Peacock as well to be 196 00:11:02,080 --> 00:11:05,839 Speaker 2: able to watch multiple sports at once. We're going to 197 00:11:05,920 --> 00:11:10,440 Speaker 2: do a Olympic Gold Zone where we're going to rip 198 00:11:10,520 --> 00:11:13,679 Speaker 2: around to all the different shows, very much like the 199 00:11:13,679 --> 00:11:18,240 Speaker 2: Red Zone exactly. And so the guy that does that, 200 00:11:18,280 --> 00:11:20,680 Speaker 2: Scott Is, actually will be the host on the Olympics 201 00:11:20,720 --> 00:11:23,520 Speaker 2: as well. It was going to do that, So we 202 00:11:23,559 --> 00:11:27,200 Speaker 2: are we're going to try different things. And the part 203 00:11:27,200 --> 00:11:29,559 Speaker 2: that we're excited about. Think about the Olympics as crazy 204 00:11:29,559 --> 00:11:33,200 Speaker 2: as it's, it's basically seven months of programming that happens 205 00:11:33,240 --> 00:11:37,120 Speaker 2: over seventeen days. It's the ultimate way for consumer to 206 00:11:37,160 --> 00:11:41,320 Speaker 2: actually be able to aggregate their own viewing experience and Peacock. 207 00:11:41,520 --> 00:11:43,920 Speaker 2: This will be the first time we'll have everything available 208 00:11:44,120 --> 00:11:46,959 Speaker 2: on Peacock because Tokyo we still didn't have it all done. 209 00:11:47,120 --> 00:11:50,640 Speaker 2: It will all be there for Paris, and Paris you know, 210 00:11:51,200 --> 00:11:54,040 Speaker 2: the nice part about these games is Paris will be 211 00:11:54,400 --> 00:11:56,920 Speaker 2: part of the story where we've had, you know, a 212 00:11:56,960 --> 00:11:59,120 Speaker 2: couple of games where that has not been the gaze 213 00:12:00,200 --> 00:12:03,560 Speaker 2: and to be able to have the backdrop of Mike 214 00:12:03,600 --> 00:12:06,640 Speaker 2: Tarico sitting in front of the Eiffel Tower at night 215 00:12:06,840 --> 00:12:09,240 Speaker 2: all lit, I think it's going to be something special, 216 00:12:09,280 --> 00:12:12,320 Speaker 2: so it becomes part of the storyline which we haven't 217 00:12:12,320 --> 00:12:13,480 Speaker 2: had in the past couple of games. 218 00:12:13,559 --> 00:12:16,280 Speaker 1: I can only imagine the bidding war for the cannabis 219 00:12:16,280 --> 00:12:20,320 Speaker 1: tie in for Snoop Dogg being that's going to be. 220 00:12:20,480 --> 00:12:24,120 Speaker 1: I know, my co worker Briin Steinberg wrote a really 221 00:12:24,160 --> 00:12:27,679 Speaker 1: really in depth story about the Olympics plans. We were 222 00:12:27,679 --> 00:12:29,440 Speaker 1: proud to be out in front of that because we know, 223 00:12:29,559 --> 00:12:32,080 Speaker 1: we were aware that this being the first sort of 224 00:12:32,480 --> 00:12:35,120 Speaker 1: back to normal Olympics in a couple, you know, in 225 00:12:35,120 --> 00:12:37,959 Speaker 1: a couple of years for many reasons that a lot 226 00:12:38,000 --> 00:12:41,480 Speaker 1: of excitement and the Paris of it all is just 227 00:12:41,760 --> 00:12:43,920 Speaker 1: as a layer of just a layerup. 228 00:12:44,040 --> 00:12:46,400 Speaker 2: It will and I think in addition to Snoop, we 229 00:12:46,440 --> 00:12:50,000 Speaker 2: will have you will have a big celebrity component to 230 00:12:50,080 --> 00:12:53,360 Speaker 2: these games. And the story was great by the way, 231 00:12:53,440 --> 00:12:56,000 Speaker 2: and the illustrations and everything. I thought it was such 232 00:12:56,040 --> 00:12:58,520 Speaker 2: a it was an unbelievable story. It's a credit to 233 00:12:58,559 --> 00:13:00,800 Speaker 2: Brian and you guys are putting that together. 234 00:13:01,520 --> 00:13:03,920 Speaker 1: But it's the Olympics also, you know, for us is 235 00:13:03,920 --> 00:13:08,640 Speaker 1: an interesting it's an interesting it's an interesting experiment to see. 236 00:13:08,679 --> 00:13:11,400 Speaker 1: You know, do will can you bring people to the 237 00:13:11,440 --> 00:13:15,120 Speaker 1: screen for these kinds? You know, for one of the 238 00:13:15,120 --> 00:13:18,360 Speaker 1: most challenged behaviors right now is that bringing a mass 239 00:13:18,440 --> 00:13:23,320 Speaker 1: audience to to to to even live sports programming. Is 240 00:13:23,320 --> 00:13:26,480 Speaker 1: we're seeing that. Obviously the NFL is the is the 241 00:13:26,480 --> 00:13:28,560 Speaker 1: top of the heap. There's a lot of pressure on 242 00:13:28,640 --> 00:13:31,080 Speaker 1: you to deliver that big number that I was just 243 00:13:31,160 --> 00:13:35,480 Speaker 1: talking about. Are there are will there be ways of 244 00:13:35,720 --> 00:13:38,079 Speaker 1: talking You're gonna have to talk about these Olympics a 245 00:13:38,120 --> 00:13:42,240 Speaker 1: little differently if you have so many concurrent live streams. 246 00:13:42,240 --> 00:13:44,960 Speaker 2: The big events people are showing up for, like the 247 00:13:44,960 --> 00:13:49,080 Speaker 2: Macy's Day Parade we've had on forever. Last year was 248 00:13:49,120 --> 00:13:52,440 Speaker 2: the biggest rated on that super Bowl, the highest rated 249 00:13:52,960 --> 00:13:57,040 Speaker 2: you had, the Grammys, uh, the College Football Playoff all 250 00:13:57,120 --> 00:14:00,600 Speaker 2: had within the past five years their record ratings. So 251 00:14:00,840 --> 00:14:04,079 Speaker 2: the big events do bring everything together. And this the 252 00:14:04,120 --> 00:14:06,400 Speaker 2: you know, Olympics of the granddaddy of them all with 253 00:14:06,600 --> 00:14:09,520 Speaker 2: you know, about two hundred million people. But these games 254 00:14:09,559 --> 00:14:11,920 Speaker 2: will tell the story a little bit differently because the 255 00:14:11,920 --> 00:14:14,920 Speaker 2: time zone will be different. So in primetime we're going 256 00:14:15,000 --> 00:14:17,120 Speaker 2: to get to do a lot of the things. I'll 257 00:14:17,160 --> 00:14:23,160 Speaker 2: go back. You know, in Tokyo and Beijing, we had 258 00:14:23,200 --> 00:14:26,640 Speaker 2: all these live sports on because the clock essentially is flipped, 259 00:14:26,680 --> 00:14:28,840 Speaker 2: so we had all live sports on, so we got 260 00:14:29,400 --> 00:14:31,720 Speaker 2: we heard from our fans they're like, I missed the 261 00:14:31,760 --> 00:14:35,040 Speaker 2: stories of the athletes, and so I think you see 262 00:14:35,040 --> 00:14:38,280 Speaker 2: it with you know, Full Swing on Netflix and you 263 00:14:38,320 --> 00:14:41,840 Speaker 2: know f one, all of these things that people love, 264 00:14:41,920 --> 00:14:45,000 Speaker 2: the behind the scenes stories. So I think these time 265 00:14:45,080 --> 00:14:47,360 Speaker 2: zone will allow us to do live all the way 266 00:14:47,440 --> 00:14:49,840 Speaker 2: during the day and at nighttime you're going to get 267 00:14:49,880 --> 00:14:51,800 Speaker 2: to see more of the behind the scenes stories. So 268 00:14:52,320 --> 00:14:54,240 Speaker 2: it will be a different way to your point of 269 00:14:54,280 --> 00:14:57,640 Speaker 2: how we're going to tell it, and then at primetime 270 00:14:57,680 --> 00:15:01,160 Speaker 2: it'll be an aggregated show of the best stuff. The 271 00:15:01,240 --> 00:15:04,560 Speaker 2: part that makes me excited about the Olympics is when 272 00:15:04,560 --> 00:15:07,800 Speaker 2: you go back and you look at the avid viewers 273 00:15:07,800 --> 00:15:12,680 Speaker 2: for the Olympics, seventy six percent of them actually watched 274 00:15:12,840 --> 00:15:16,800 Speaker 2: in Tokyo when you ask them their intent for the 275 00:15:16,840 --> 00:15:20,760 Speaker 2: avid for Paris that goes up to ninety eight percent. 276 00:15:21,920 --> 00:15:25,640 Speaker 2: If you look at the casual viewer, only fifty percent 277 00:15:25,680 --> 00:15:29,720 Speaker 2: of them watched Tokyo. When you look at Paris, that 278 00:15:29,800 --> 00:15:33,480 Speaker 2: number goes up to seventy six percent. So there's a 279 00:15:33,600 --> 00:15:37,040 Speaker 2: different feel and aura about the Olympics. And I think 280 00:15:38,120 --> 00:15:40,440 Speaker 2: we will get reminded of how big and how special 281 00:15:40,480 --> 00:15:44,080 Speaker 2: the Olympics are. And there's nothing like the Olympics for 282 00:15:44,120 --> 00:15:48,600 Speaker 2: women's sports. And this women's Olympic team for Team USA 283 00:15:48,720 --> 00:15:51,320 Speaker 2: is going to be the most dominant we've ever had. 284 00:15:51,760 --> 00:15:53,680 Speaker 2: So I think it's going to be a very exciting 285 00:15:53,720 --> 00:15:56,640 Speaker 2: moment for women's sports that we'll see this summer as well. 286 00:15:56,760 --> 00:15:59,920 Speaker 1: The timing and the convergence of all of that for sure, 287 00:16:00,720 --> 00:16:03,080 Speaker 1: And of course you know from where you sit though, 288 00:16:03,120 --> 00:16:06,640 Speaker 1: of course, we all know that the key to you know, 289 00:16:06,880 --> 00:16:10,040 Speaker 1: getting closer to parody for men and women is so 290 00:16:10,160 --> 00:16:14,320 Speaker 1: much of it is in advertising, sponsorship, media rights. Where 291 00:16:14,480 --> 00:16:17,640 Speaker 1: do you see do you see that organic interest growing? 292 00:16:18,240 --> 00:16:20,800 Speaker 2: What we're trying to do our part is, you know, 293 00:16:20,880 --> 00:16:23,320 Speaker 2: and I give a ton of credit to our partners 294 00:16:23,800 --> 00:16:26,360 Speaker 2: and sponsors, but the Women's World Cup, we went to 295 00:16:26,400 --> 00:16:31,040 Speaker 2: the marketplace and said the Women's World Cup deserves the 296 00:16:31,080 --> 00:16:34,520 Speaker 2: same CPMs as the men's World Cup, and needless to say, 297 00:16:34,560 --> 00:16:36,760 Speaker 2: that had not been the case in the past. And 298 00:16:36,800 --> 00:16:41,320 Speaker 2: this was on Telemundo and a credit to we got 299 00:16:41,440 --> 00:16:44,840 Speaker 2: very close to parody of where our CPMs were on 300 00:16:45,160 --> 00:16:49,080 Speaker 2: women's and men's and that doesn't happen without the sponsors 301 00:16:49,080 --> 00:16:51,680 Speaker 2: stepping up and doing the right thing for the right 302 00:16:51,760 --> 00:16:54,320 Speaker 2: reasons as well. So we're proud of that. So I 303 00:16:54,360 --> 00:16:59,560 Speaker 2: think you have this moment of the athletes, the marketing 304 00:16:59,600 --> 00:17:05,920 Speaker 2: community coming together, and fandom all coming together for women's sports. 305 00:17:05,960 --> 00:17:09,119 Speaker 2: So we're very excited about It's been something that you know, 306 00:17:09,200 --> 00:17:11,959 Speaker 2: has been passionate for us for a long time. And 307 00:17:12,400 --> 00:17:17,119 Speaker 2: you know, like the Women's Amateur Open at Augusta was 308 00:17:17,160 --> 00:17:19,919 Speaker 2: something an event that you know, was the first of 309 00:17:19,960 --> 00:17:23,400 Speaker 2: its kind that was a big moment for women's sports, 310 00:17:25,200 --> 00:17:29,480 Speaker 2: for golf, yes, specifically at golf, sorry, and these these 311 00:17:29,520 --> 00:17:31,520 Speaker 2: are the moments that we have to shine the right 312 00:17:31,600 --> 00:17:34,600 Speaker 2: light on and there's nothing that does that like the Olympics. 313 00:17:34,600 --> 00:17:35,680 Speaker 2: So we're very excited. 314 00:17:36,040 --> 00:17:39,920 Speaker 1: Oh that's good, that's really good. I'm definitely getting excited. 315 00:17:39,960 --> 00:17:42,480 Speaker 1: And yeah, the basketball I mean very much for both 316 00:17:42,640 --> 00:17:44,040 Speaker 1: both the women and the men are going to be 317 00:17:44,040 --> 00:17:47,280 Speaker 1: interesting too, but in seriously in both in both cases 318 00:17:47,320 --> 00:17:50,040 Speaker 1: should be and should be, you know, without getting to 319 00:17:50,200 --> 00:17:52,160 Speaker 1: we don't want to go too far down this rabbit hole, 320 00:17:52,160 --> 00:17:56,520 Speaker 1: but heavy sight hoping that this country can have a 321 00:17:56,600 --> 00:17:59,159 Speaker 1: moment of finding people to root for. We could I 322 00:17:59,200 --> 00:18:01,240 Speaker 1: think we could read really all use that. 323 00:18:01,600 --> 00:18:04,639 Speaker 2: Yeah, well that's we talked about. The Olympics are not 324 00:18:05,400 --> 00:18:08,119 Speaker 2: red or blue, They're red, white and blue. And I 325 00:18:08,200 --> 00:18:12,040 Speaker 2: think sitting between the two conventions, I think it will 326 00:18:12,080 --> 00:18:16,640 Speaker 2: be this oasis of positivity that hopefully brings us back together. 327 00:18:16,760 --> 00:18:19,960 Speaker 2: And it's going to take more than the Olympics to 328 00:18:20,000 --> 00:18:22,840 Speaker 2: do that. But there are very few events where we 329 00:18:22,920 --> 00:18:25,800 Speaker 2: are one hundred percent all on the same team, and 330 00:18:25,840 --> 00:18:29,280 Speaker 2: we all are on for those seventeen plus days. 331 00:18:29,680 --> 00:18:34,320 Speaker 1: Oh from your lips. Well, speaking of oasis of positivity, 332 00:18:35,640 --> 00:18:40,040 Speaker 1: let's talk about I'm curious. No conversation about television advertising 333 00:18:40,080 --> 00:18:44,600 Speaker 1: would be complete without a conversation, specifically about the upfront 334 00:18:44,640 --> 00:18:49,440 Speaker 1: process itself. Hold on tight, folks, We'll be right back 335 00:18:49,520 --> 00:18:57,359 Speaker 1: after this pause for monetization, and we're back with more 336 00:18:57,440 --> 00:19:03,000 Speaker 1: from NBC Universal ad sales chief Marshall, What do you think, 337 00:19:03,119 --> 00:19:06,119 Speaker 1: do you It's for years everybody has said we're going 338 00:19:06,200 --> 00:19:09,800 Speaker 1: to go to round the clock twenty four to seven auctions. 339 00:19:09,880 --> 00:19:13,920 Speaker 1: The upfront process was built for a different era. I'm 340 00:19:14,000 --> 00:19:15,720 Speaker 1: kind of thinking that I'm going to be eighty and 341 00:19:15,800 --> 00:19:18,560 Speaker 1: if I'm so lucky to be still working for writing now, 342 00:19:19,320 --> 00:19:22,720 Speaker 1: I'm kind of thinking that the upfront is still something 343 00:19:22,760 --> 00:19:26,119 Speaker 1: that is that people find useful from, you know, just 344 00:19:26,160 --> 00:19:29,440 Speaker 1: from what you can tell from all the piggyback programming 345 00:19:29,480 --> 00:19:33,840 Speaker 1: that comes along. But with that gigantic setup, what do 346 00:19:33,880 --> 00:19:34,400 Speaker 1: you think. 347 00:19:34,400 --> 00:19:38,119 Speaker 2: No, it's it's very interesting. The upfront origins, as you 348 00:19:38,240 --> 00:19:40,920 Speaker 2: probably know, are because that's when the autos were launched 349 00:19:41,320 --> 00:19:44,960 Speaker 2: in the fall. Dinah, sure bring out that several exactly, 350 00:19:45,000 --> 00:19:48,000 Speaker 2: so that was the theory of why it worked. But 351 00:19:48,080 --> 00:19:52,720 Speaker 2: there were you know, three networks back then. The marketplace 352 00:19:52,760 --> 00:19:55,359 Speaker 2: looks different and as you're well aware, we have forty 353 00:19:55,359 --> 00:19:58,720 Speaker 2: six auto launches this year and they happen around the 354 00:19:58,720 --> 00:20:02,560 Speaker 2: whole year. It's interesting we have you know, I would 355 00:20:02,600 --> 00:20:10,840 Speaker 2: say probably half of our advertisers do upfront, do scatter, 356 00:20:11,200 --> 00:20:15,159 Speaker 2: do programmatic always on, So you have a bunch, you know, 357 00:20:15,200 --> 00:20:18,520 Speaker 2: we still you know, the upfront is still absolutely relevant 358 00:20:18,920 --> 00:20:22,280 Speaker 2: for the majority of all of our advertisers, but they've 359 00:20:22,359 --> 00:20:26,600 Speaker 2: added on these other areas to take advantage of opportunities. 360 00:20:26,800 --> 00:20:30,360 Speaker 2: Or you know the auto industry, for example, it always 361 00:20:30,560 --> 00:20:33,960 Speaker 2: you had three tiers. You had the national, you had regional, 362 00:20:34,000 --> 00:20:37,160 Speaker 2: you had local. Now you look at it, you'll you'll 363 00:20:37,160 --> 00:20:40,880 Speaker 2: have the advertisers National will come in do an upfront, 364 00:20:41,280 --> 00:20:44,840 Speaker 2: Local is in. Regional are coming in either on the 365 00:20:45,280 --> 00:20:49,320 Speaker 2: upfront basis or on a scatter basis, and all of 366 00:20:49,359 --> 00:20:53,479 Speaker 2: them are participating in programmatically across all three tiers. So 367 00:20:54,280 --> 00:20:57,840 Speaker 2: thankfully we're set up in a way that allows advertisers 368 00:20:57,840 --> 00:21:03,200 Speaker 2: to do anything, so we can. We're advertising agnostic. However 369 00:21:03,240 --> 00:21:05,399 Speaker 2: they would like to buy us, they're welcome to do it. 370 00:21:05,680 --> 00:21:09,080 Speaker 2: But I do think it is a very efficient way 371 00:21:09,440 --> 00:21:14,400 Speaker 2: for ad agencies, which obviously ad agencies are operating at 372 00:21:14,640 --> 00:21:17,800 Speaker 2: record low margins and have fewer people than they used 373 00:21:17,800 --> 00:21:19,760 Speaker 2: to do in the past. It's an efficient way to 374 00:21:19,760 --> 00:21:22,240 Speaker 2: put down a lot of money. It's also a great 375 00:21:22,280 --> 00:21:25,680 Speaker 2: way to look at the entire year, lay a base 376 00:21:25,760 --> 00:21:28,560 Speaker 2: down and then evolve from where that is. So I 377 00:21:28,600 --> 00:21:31,880 Speaker 2: think this year will be the difference will be this 378 00:21:31,920 --> 00:21:35,480 Speaker 2: is going to be the first year that the conversations 379 00:21:35,520 --> 00:21:39,600 Speaker 2: will be not only about reserving content as upfronts always 380 00:21:39,600 --> 00:21:41,560 Speaker 2: had been, but it's also going to be about talking 381 00:21:41,560 --> 00:21:45,040 Speaker 2: about reserving audiences. There's only so many people who are 382 00:21:45,040 --> 00:21:47,920 Speaker 2: on market for buying a car. We know how many 383 00:21:47,960 --> 00:21:51,720 Speaker 2: we have, and those probably aren't enough for everyone. So 384 00:21:52,000 --> 00:21:53,960 Speaker 2: the conversation will be I want to make sure we're 385 00:21:53,960 --> 00:21:57,040 Speaker 2: getting the right audiences in addition to the right content. 386 00:21:57,480 --> 00:22:00,200 Speaker 2: So I don't think it's going away anytime soon. As 387 00:22:00,200 --> 00:22:02,280 Speaker 2: a very long answer to your question, no. 388 00:22:02,200 --> 00:22:05,840 Speaker 1: I appreciate it because, I mean, the nuance here is important, 389 00:22:05,880 --> 00:22:08,840 Speaker 1: and I can only imagine the number of data scientists 390 00:22:08,880 --> 00:22:11,920 Speaker 1: and people that you all have added between NBC Universal 391 00:22:11,920 --> 00:22:15,040 Speaker 1: and perhaps Comcast. I mean the number of people that 392 00:22:15,080 --> 00:22:17,359 Speaker 1: are working on because what it sounds like when we 393 00:22:17,560 --> 00:22:20,159 Speaker 1: first started talking is like, basically, what you've built is 394 00:22:20,960 --> 00:22:21,520 Speaker 1: your way. 395 00:22:21,680 --> 00:22:22,360 Speaker 2: You've built a. 396 00:22:22,320 --> 00:22:26,160 Speaker 1: Better programmatic mouse trap for NBC to make the most efficient. 397 00:22:26,280 --> 00:22:28,280 Speaker 1: If you have one of those women that is going 398 00:22:28,359 --> 00:22:30,040 Speaker 1: to want to buy a car, you're going to serve 399 00:22:30,080 --> 00:22:33,480 Speaker 1: them up to whoever correct. Yeah, so interesting and the 400 00:22:33,880 --> 00:22:38,879 Speaker 1: level of sort of proprietary systems that have come into 401 00:22:38,920 --> 00:22:42,080 Speaker 1: this marketplace that was spots and dots for so many years. 402 00:22:42,160 --> 00:22:46,280 Speaker 1: Is interesting. Do you find is that a hurdle in 403 00:22:46,359 --> 00:22:49,520 Speaker 1: terms of people having their own metrics, their own sort 404 00:22:49,560 --> 00:22:53,080 Speaker 1: of measurement, you know, Nielsen isn't the whether right or wrong, 405 00:22:53,160 --> 00:22:55,280 Speaker 1: It was sort of the level. Or does that remain 406 00:22:55,320 --> 00:22:59,959 Speaker 1: a hurdle or are people becoming more open to you know, 407 00:23:00,080 --> 00:23:02,280 Speaker 1: here is a here, here is data that we have 408 00:23:02,600 --> 00:23:04,720 Speaker 1: that we have crunched. You got to trust us, but 409 00:23:04,800 --> 00:23:05,440 Speaker 1: this is real. 410 00:23:05,840 --> 00:23:08,919 Speaker 2: Yeah. Where we're trying to sit in the marketplace is 411 00:23:09,440 --> 00:23:13,000 Speaker 2: we are not a walled garden. And I think as 412 00:23:13,119 --> 00:23:17,119 Speaker 2: more players come into the AVAD space, especially there's a 413 00:23:17,119 --> 00:23:19,960 Speaker 2: few like our Yeah, there's a few of them that 414 00:23:20,000 --> 00:23:24,200 Speaker 2: have been announced, it's that's just another walled garden. So 415 00:23:25,160 --> 00:23:29,600 Speaker 2: what we have developed is uh, I guess in a 416 00:23:29,760 --> 00:23:31,639 Speaker 2: tech world it would be called open source. 417 00:23:32,240 --> 00:23:32,480 Speaker 1: Uh. 418 00:23:32,560 --> 00:23:38,480 Speaker 2: It's their data coming in and we show where every 419 00:23:38,600 --> 00:23:41,199 Speaker 2: unit runs. There is no black box, there is no 420 00:23:41,280 --> 00:23:44,800 Speaker 2: walled garden because our intention is to say, here is 421 00:23:45,119 --> 00:23:48,600 Speaker 2: the log file of where everything ran, put it back 422 00:23:48,600 --> 00:23:51,760 Speaker 2: into your first party data, make it smarter on your end, 423 00:23:52,080 --> 00:23:55,760 Speaker 2: bring it back and we'll continue to evolve. Whereas some 424 00:23:55,840 --> 00:23:58,480 Speaker 2: of the platforms you don't have that. You just get 425 00:23:58,520 --> 00:24:04,240 Speaker 2: self reported that they delivered everyone they said they delivered andrus. 426 00:24:03,880 --> 00:24:06,480 Speaker 1: But verify as Ronald Reagan famous. 427 00:24:06,160 --> 00:24:08,200 Speaker 2: That would be I would like, I'm want to steal 428 00:24:08,240 --> 00:24:12,360 Speaker 2: that from Ronald. Uh. That's right. We're that and that's 429 00:24:12,400 --> 00:24:16,920 Speaker 2: the position. We're unique in that every unit is viewable 430 00:24:16,960 --> 00:24:18,920 Speaker 2: to every advertiser of where they ran. 431 00:24:19,520 --> 00:24:24,520 Speaker 1: That's interesting. You mentioned actually in your in your early 432 00:24:24,600 --> 00:24:29,760 Speaker 1: history with NBC, you oversaw some regional offices Chicago, Atlanta, 433 00:24:30,080 --> 00:24:32,199 Speaker 1: l A little town, little town out there in the 434 00:24:32,200 --> 00:24:35,359 Speaker 1: West coast. What did that teach you did? Did working 435 00:24:35,400 --> 00:24:37,879 Speaker 1: in those local markets, I mean big local markets, but 436 00:24:37,920 --> 00:24:40,400 Speaker 1: nonetheless sort of local and regional markets. Did that tea 437 00:24:40,560 --> 00:24:43,800 Speaker 1: What did you learn about sort of the big city 438 00:24:43,840 --> 00:24:47,120 Speaker 1: advertising business from being outside of New York? 439 00:24:47,440 --> 00:24:47,760 Speaker 2: Uh? 440 00:24:48,040 --> 00:24:50,200 Speaker 1: For that both that period, Yeah. 441 00:24:50,080 --> 00:24:53,280 Speaker 2: I loved it. I started in Chicago, then was in 442 00:24:53,440 --> 00:24:56,760 Speaker 2: l A for about six years, and then back to Chicago, 443 00:24:56,840 --> 00:24:59,639 Speaker 2: and always, for the most part, I was always covering 444 00:24:59,640 --> 00:25:02,800 Speaker 2: everything other than New York outside of it, And I 445 00:25:02,840 --> 00:25:08,520 Speaker 2: think what I learned was there is while someone in 446 00:25:08,640 --> 00:25:10,959 Speaker 2: New York may have the same title as someone in 447 00:25:11,160 --> 00:25:14,920 Speaker 2: a national office, it's a different job. And the national offices. 448 00:25:15,000 --> 00:25:17,399 Speaker 2: You're going out and every day what you're trying to 449 00:25:17,400 --> 00:25:20,720 Speaker 2: do is create demand. You're trying to get relationships with 450 00:25:20,760 --> 00:25:23,840 Speaker 2: the clients, the planning agencies, some of the buying agencies 451 00:25:23,840 --> 00:25:27,119 Speaker 2: obviously not as many, but your job is to service 452 00:25:27,160 --> 00:25:29,800 Speaker 2: them in a different way than New York, which had 453 00:25:30,000 --> 00:25:34,199 Speaker 2: historically been much more transactional. So I think probably what 454 00:25:34,920 --> 00:25:37,919 Speaker 2: that taught me more than anything was being able to 455 00:25:37,960 --> 00:25:41,440 Speaker 2: be hyper focused on that client's needs. Because when you're 456 00:25:41,480 --> 00:25:43,800 Speaker 2: talking to a client, when you're talking to a planning agency, 457 00:25:43,800 --> 00:25:47,800 Speaker 2: you're not talking about CPMs. You're talking about you have 458 00:25:47,960 --> 00:25:52,040 Speaker 2: four product launches coming out once targeting this person. One's 459 00:25:52,119 --> 00:25:55,120 Speaker 2: targeting that, here are the opportunities that we have. Does 460 00:25:55,160 --> 00:25:58,080 Speaker 2: this make sense? So I think it's probably that hyper 461 00:25:58,080 --> 00:26:02,280 Speaker 2: focus on that and hopefully storytelling got better over the 462 00:26:02,320 --> 00:26:04,680 Speaker 2: years as a result of that of making sure you're 463 00:26:04,720 --> 00:26:07,800 Speaker 2: focused on the client's needs. And so over the past 464 00:26:07,880 --> 00:26:10,320 Speaker 2: year since I've been in this role, what I've tried 465 00:26:10,359 --> 00:26:12,520 Speaker 2: to do is take a little bit of what you're 466 00:26:12,640 --> 00:26:15,960 Speaker 2: leading me to, which is that idea of making sure 467 00:26:17,080 --> 00:26:19,520 Speaker 2: we you know, NBC, we don't have to solve all 468 00:26:19,600 --> 00:26:23,360 Speaker 2: the industries problems. We have to solve our clients problems 469 00:26:23,400 --> 00:26:26,399 Speaker 2: and it's helped us get more narrowly focused on what 470 00:26:26,440 --> 00:26:28,920 Speaker 2: our clients need and what do we need to build 471 00:26:28,960 --> 00:26:30,159 Speaker 2: to help them deliver that. 472 00:26:31,160 --> 00:26:34,160 Speaker 1: As there are more I would imagine that your client 473 00:26:34,200 --> 00:26:37,399 Speaker 1: base is growing, especially as there are more options you 474 00:26:37,400 --> 00:26:40,320 Speaker 1: could do something like you you know, we've seen a 475 00:26:40,320 --> 00:26:43,560 Speaker 1: lot of these digital native brands come into old fashioned 476 00:26:43,880 --> 00:26:47,000 Speaker 1: television advertising. Is that is are you seeing that the 477 00:26:47,359 --> 00:26:49,800 Speaker 1: I want to say, the Blue Aprons and the dog 478 00:26:49,840 --> 00:26:52,520 Speaker 1: food companies and those kinds of things. That was a 479 00:26:52,560 --> 00:26:54,119 Speaker 1: big story in the last couple of years. Do you 480 00:26:54,160 --> 00:26:55,480 Speaker 1: think it's still real true? 481 00:26:55,600 --> 00:26:59,359 Speaker 2: We've added forty percent more clients in the past year. Wow. 482 00:27:00,040 --> 00:27:02,760 Speaker 1: You credit that to different options? 483 00:27:02,920 --> 00:27:06,160 Speaker 2: Yep, it is different options and programmatic and Sunday Night 484 00:27:06,160 --> 00:27:08,399 Speaker 2: Football is a great example. Sunday Night Football, which has 485 00:27:08,400 --> 00:27:12,240 Speaker 2: been the number one show on television for twelve plus 486 00:27:12,320 --> 00:27:16,960 Speaker 2: years now. That is a unit rate that very few 487 00:27:17,000 --> 00:27:21,920 Speaker 2: advertisers can pay on the linear side. By making that programmatic, 488 00:27:22,160 --> 00:27:25,520 Speaker 2: all of a sudden, you had smaller you know, national 489 00:27:25,600 --> 00:27:29,800 Speaker 2: advertisers as well as local advertisers, through programmatic, be able 490 00:27:29,840 --> 00:27:34,040 Speaker 2: to actually see their brand in Sunday Night Football and 491 00:27:34,240 --> 00:27:37,240 Speaker 2: The response we've gotten from the marketplace has been unbelievable 492 00:27:37,240 --> 00:27:39,239 Speaker 2: with that, so we've seen more and more of that, 493 00:27:39,320 --> 00:27:42,520 Speaker 2: and so for the first time ever, the Olympics will 494 00:27:42,560 --> 00:27:45,760 Speaker 2: be programmatically enabled as well, where we're going to be 495 00:27:45,760 --> 00:27:49,439 Speaker 2: able to bring new advertisers to have that power of 496 00:27:49,440 --> 00:27:53,800 Speaker 2: the Olympics and have their brand get that rub as well. 497 00:27:54,080 --> 00:27:58,560 Speaker 1: When you're talking about traditional NBC, the broadcast network, the mothership, yeah, 498 00:27:59,000 --> 00:28:02,320 Speaker 1: how what does the does the local the affiliate component? 499 00:28:02,359 --> 00:28:04,640 Speaker 1: I know you have your own o's, but your affiliates. 500 00:28:04,720 --> 00:28:07,639 Speaker 1: Does that Does that offer you insights? Does that is 501 00:28:07,680 --> 00:28:11,080 Speaker 1: there is there a value to having that local the 502 00:28:11,119 --> 00:28:14,919 Speaker 1: classic local net local national network partnership. 503 00:28:15,040 --> 00:28:17,800 Speaker 2: Yeah, I think that's that's part of it is still 504 00:28:17,800 --> 00:28:21,600 Speaker 2: being in communities does make a difference, I think, not 505 00:28:21,720 --> 00:28:25,760 Speaker 2: just from a sales perspective, from a programming especially on 506 00:28:25,800 --> 00:28:29,240 Speaker 2: the news side. People still are tuning into their local 507 00:28:29,280 --> 00:28:32,320 Speaker 2: news because they want to feel connected to that marketplace. 508 00:28:32,359 --> 00:28:35,200 Speaker 2: So it's still very important to us. And I think 509 00:28:35,320 --> 00:28:38,880 Speaker 2: we also saw it in a national level with having 510 00:28:38,960 --> 00:28:41,320 Speaker 2: the Big Ten football this year for the first time 511 00:28:41,320 --> 00:28:44,440 Speaker 2: on Saturday nights. All of a sudden, you you look 512 00:28:44,440 --> 00:28:48,360 Speaker 2: at these spikes that happen, you know, in Minneapolis because 513 00:28:48,360 --> 00:28:51,400 Speaker 2: you have this game or Madison. So it does make 514 00:28:51,440 --> 00:28:54,040 Speaker 2: a difference, and it's still a big part of what 515 00:28:54,080 --> 00:28:57,480 Speaker 2: we're doing. And a lot of those affiliates and local 516 00:28:57,480 --> 00:29:01,200 Speaker 2: stations as well, you know, did local programming and tied 517 00:29:01,240 --> 00:29:02,680 Speaker 2: into that, which made a difference. 518 00:29:03,320 --> 00:29:07,520 Speaker 1: Let me ask you, Mark, what was it that got 519 00:29:07,560 --> 00:29:10,200 Speaker 1: you into advertising in the first place. What was the 520 00:29:10,240 --> 00:29:12,600 Speaker 1: spark that led you into this career. 521 00:29:13,480 --> 00:29:18,400 Speaker 2: So my grandfather was on the agency side, so he 522 00:29:18,560 --> 00:29:23,080 Speaker 2: was at Ruth, Roff and Ryan in Chicago and mad Men, 523 00:29:23,360 --> 00:29:27,560 Speaker 2: yes exactly, and then Dancer Fitzgerald and Sample, and then 524 00:29:27,640 --> 00:29:32,720 Speaker 2: when Sachi came in is when he retired. By the way, 525 00:29:32,880 --> 00:29:35,200 Speaker 2: when mad Men was out, I was like, I don't 526 00:29:35,200 --> 00:29:38,080 Speaker 2: remember hearing any of these stories Grandpa about the mad 527 00:29:38,120 --> 00:29:40,239 Speaker 2: Men era. He was like, I think I worked at 528 00:29:40,240 --> 00:29:46,920 Speaker 2: a different agency, but it was I never really had 529 00:29:46,920 --> 00:29:50,920 Speaker 2: another doubt of where I wanted to go. I always 530 00:29:51,080 --> 00:29:53,960 Speaker 2: I was always going to go into advertising. I didn't 531 00:29:53,960 --> 00:29:55,360 Speaker 2: know what part. I didn't know if that was going 532 00:29:55,400 --> 00:29:56,960 Speaker 2: to be creative. I didn't know if that was going 533 00:29:57,000 --> 00:30:01,080 Speaker 2: to be media. But my favorite part of the job 534 00:30:01,120 --> 00:30:03,840 Speaker 2: when I got into it was I get to be 535 00:30:04,440 --> 00:30:06,680 Speaker 2: not an expert by any means, but I get to 536 00:30:06,880 --> 00:30:10,880 Speaker 2: know a little bit about every single category in so 537 00:30:11,000 --> 00:30:13,280 Speaker 2: many companies. The favorite part of my job is sitting 538 00:30:13,320 --> 00:30:16,200 Speaker 2: down with the CMO and hearing about their challenges of 539 00:30:16,200 --> 00:30:19,640 Speaker 2: what's going on in their business. And as a business 540 00:30:19,680 --> 00:30:25,120 Speaker 2: nerd and a CNBC junkie, it's the favorite part of 541 00:30:25,160 --> 00:30:27,760 Speaker 2: what I get to do on a daily basis, and 542 00:30:28,160 --> 00:30:30,480 Speaker 2: I love to be able to be at this company 543 00:30:30,680 --> 00:30:33,760 Speaker 2: at this time. I love the team that we've assembled. 544 00:30:34,360 --> 00:30:37,360 Speaker 2: I feel very humbled and fortunate that I get to 545 00:30:37,400 --> 00:30:39,120 Speaker 2: sit in this role right now. 546 00:30:42,480 --> 00:30:45,360 Speaker 1: Thanks for listening. I hope you'll tune in next week 547 00:30:45,400 --> 00:30:48,880 Speaker 1: for a conversation with Takashi Nakano, head of Content and 548 00:30:48,920 --> 00:30:52,880 Speaker 1: Distribution for Samsung TV Plus. Please leave us a review 549 00:30:52,920 --> 00:30:56,200 Speaker 1: at Apple Podcasts or Amazon Music. We love to hear 550 00:30:56,240 --> 00:31:00,800 Speaker 1: from listeners. Please go to the newly redesigned Variety dot 551 00:31:00,800 --> 00:31:05,680 Speaker 1: com and sign up for our free weekly Strictly Business newsletter, 552 00:31:06,520 --> 00:31:09,520 Speaker 1: and don't forget to tune in next week for another 553 00:31:09,600 --> 00:31:11,360 Speaker 1: episode of Strictly Business.