On June 3, Clear Channel Airports announced that it has partnered with Rockbot to fill a void left by the demise of the CNN Airport TV Network service.
Now, NBCUniversal is doing the same.
The company is teaming with ReachTV, self-described as a “Nielsen-rated, linear, self-distributed, short-form OTT entertainment network,” for the rollout of a “new, scaled content and monetization partnership that will take flight across more than 90 airports in the US, Canada, and the United Kingdom.”
It is an expanded collaboration between the companies and will see a diverse assortment of NBCU content — including that found on its OTT platform Peacock — appearing on the television screens found in partner airport lounges and businesses.
The arrangement also includes hotel rooms.
The upside for marketers: “myriad new ways” to connect with consumers as they get ready to board a flight, or exit for the ground transportation and baggage claim areas.
ReachTV founder and CEO Lynnwood Bibbens notes that the timing couldn’t be better for the expansion of services with NBCU.
“Travel is coming back faster than predicted, with airports already surpassing 75% of 2019 passengers for the last 30 days and more than 1.9 million people flying the Friday and Monday of Memorial Day weekend alone,” he says. “We’re thrilled to find new ways to enhance the travel experience.”
Also chiming in: Linda Yaccarino, the Chairman of Global Advertising & Partnership at NBCUniversal and one of the company’s top C-Suite executives. She comments, “ReachTV gives us the opportunity to create engaging content experiences for our viewers, find new pathways of connection for our marketing partners, as well as shine a light on the incredible business Lynwood has built over the years. We are proud to partner with ReachTV and to unite the company’s expansive footprint with our powerful IP, inspiring, informing, and shaping the journeys of travelers everywhere.”
NBCU has worked with ReachTV since 2019. Now, expanded programming offerings are being delivered to those airport screens. And, there’s what’s termed “a true, reciprocal partnership” between NBCUniversal Advertising & Partnerships and ReachTV. They will work together on an exclusive basis “to connect audiences and marketers at the cultural crossroads of their travels.”
This means the two companies will each have a seat at the same table when holding client and agency discussions, with NBCUniversal providing ongoing sales support and market intelligence to ReachTV, a certified minority business.
ReachTV’s in-airport linear short form channels can be seen in roughly 90 airports in North America, with global expansion in progress. In addition to its original programming, ReachTV channels feature short form content from Bloomberg, Business Rockstars, DraftKings, The Hollywood Reporter, Live Nation, Ovation, PlayersTV, and USA Today.
