NBCUniversal is preparing for a landmark 2026, when it will broadcast the Winter Olympics, Super Bowl, NBA Playoffs, MLB games and the FIFA World Cup, and plans to capitalise with new advertising tools.
It will introduce real-time contextual targeting for live broadcasts, matching ads to emotional moments in sport and news, plus a tool to retarget viewers across linear and streaming after major events.
NBCU is also launching cross-platform measurement dashboards, expanding programmatic sales for big events, and adding new formats such as pause ads, aiming to offer advertisers greater flexibility, transparency and full-funnel insight.