"While creatives and CMOs watching at home will focus on the celebrities, needle drops and ad gags, media buyers will be keeping a close eye on the quality of Peacock's stream and scrutinizing peak viewership figures - as they gauge whether the NBCU-owned platform can fulfill promises made in its premium pitch to buyers. According to two media buyers, both of whom exchanged anonymity for candor, NBCU's initial asking price for a 30-second ad running on Peacock's Super Bowl coverage was $3 million."
"NBCU told buyers and brands it expected to net a peak audience of at least 19 million for this year's game. NBCU didn't respond to a request for comment prior to publication. "NBC required a match spend for the streaming piece as well... they wanted something else, if you wanted to buy into that Peacock package that they were out there selling," said the buyer. "It's basically a $6 million package just [to get into] the digital streaming, Peacock version of the Super Bowl." As is typical with linear ad investments, some advertisers will have been able to negotiate a lower cost, they added."
Peacock set an initial asking price of $3 million for a 30-second Super Bowl streaming ad and required advertisers to match spend across other Peacock inventory, effectively creating about a $6 million entry package. NBCU projected a peak audience of at least 19 million for the game. Media buyers will monitor stream quality and peak viewership to validate Peacock's premium claims. The match spend was linked to pre- and post-game slots and Winter Olympics coverage, offering broader campaign distribution for advertisers. Some advertisers negotiated lower costs, and NBCU did not comment prior to publication.
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