NBCU Finishes Upfront With 8% Volume Increase

Digital video sales rise 42%

NBCUniversal said it has completed its upfront, ringing up nearly $6.5 billion in advertising commitments for the next television season, an increase of 8% from last year.

The company, part of Comcast, said it was excluding the upcoming Super Bowl, Winter Olympics and World Cup from its calculations to provide an apples-to-apples year-over-year comparison.

Ad prices on a cost-per-thousand viewer basis were up across all dayparts by high single digits at at the NBC cable entertainment networks, which include USA and Syfy, and at the NBC broadcast network.

Related: Broadcast, Cable Boost NBCU's First-Quarter Earnings

For regular-season NFL football games on Sunday and Thursday nights, sales volume was up 5%.

Read More: The 2017 Upfronts

NBCU said digital video sales were up 42%. The company has also formed partnerships with digital media companies including Vox, Snapchat and Apple News. Revenue from those partnerships was up 68% to $125 million.

Over the past few years, NBCU has been touting the effectiveness of its Symphony approach to marketing, giving clients the opportunity to coordinate ad campaigns across all of the programmer’s broadcast, cable, digital, theme park and other assets. The company said Symphony commitments were up by 27%.

NBCU also said its client partnership group, which works with clients on branded content, helped bring in 26% more business this year than in last year’s upfront.