Group Black, a firm representing Black-owned media, and NBCUniversal have formed an exclusive partnership to amplify Black-led content.
The collaboration, known as Black Excellence 365, aims to increase advertising opportunities and investment in the Black-owned ecosystem.
As part of the partnership, Group Black will have exclusive rights to sell ads within premium Peacock AX programming, featuring Black-led dramas, comedies, and cinema, along with a curated collection of NBCUniversal content that highlights Black voices.
By granting Group Black exclusive selling rights, the partnership enables a significant portion of client ad spend to be reinvested in the Black-owned media ecosystem, aligning with Group Black’s mission to revolutionize media ownership and support Black content creatives.
This collaboration addresses the growing demand from brands for authentic content that reflects diverse audiences, particularly those that have been historically underserved. Nielsen’s research revealed that 55% of Black viewers are more likely to purchase from brands advertising in inclusive content, emphasizing the value of inclusive advertising in driving business growth.
“The scale of investment that NBCUniversal has made into Black audiences is the first of its kind, making this pioneering partnership a major step towards growing diverse voices in general media,” said Group Black Chief Strategy Officer Bonin Bough. “It is a clear example of the power of our mission at Group Black and the effectiveness of our strategy to provide more scale and solutions that deliver against brand goals while unlocking the spending power of diverse audiences.”
“Creating long-lasting change and impact across audiences is vital, and I am incredibly proud that NBCUniversal is partnering with Group Black to move the industry forward in a meaningful way,” said Peter Blacker, NBCUniversal EVP, Streaming & Data Products and Head of Diversity, Equity & Inclusion, Global Advertising and Partnerships. “This partnership demonstrates how NBCUniversal is collaborating with the industry on innovative ways to connect with the full spectrum of identities and communities across the globe.”
