American Express is running a Leap Day stunt with NBC on Feb. 29, running branded content during commercial breaks between shows.
The content will involve NBC shows including The Voice, Blindspot, Today and Late Night with Seth Meyers.
The network is also working with BuzzFeed to create social content around the show. NBCU made a $200 million investment in BuzzFeed last year.
“It is exciting to deliver valuable audiences at scale and develop innovative solutions for brands,” said Alison Tarrant, executive VP, client partnerships, NBCUniversal.
Jon has been business editor of Broadcasting+Cable since 2010. He focuses on revenue-generating activities, including advertising and distribution, as well as executive intrigue and merger and acquisition activity. Just about any story is fair game, if a dollar sign can make its way into the article. Before B+C, Jon covered the industry for TVWeek, Cable World, Electronic Media, Advertising Age and The New York Post. A native New Yorker, Jon is hiding in plain sight in the suburbs of Chicago.
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