Inside NBCU’s $3 million Peacock Super Bowl pitch

Peacock’s coverage of next weekend’s Super Bowl will provide advertisers with a key Big Game subplot. 

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. The media company also asked that buyers commit to match that spending in investments on other Peacock inventory, meaning streaming-only advertisers needed to spend around $6 million to get in the door.

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