The CBS ad spend on NBCUniversal’s NFL football program reached a record high in the second quarter, while NBCUniversal boosted its ad buy in the fourth quarter to $4.3 billion.
It’s the biggest ad spend by any broadcaster on a live broadcast since the 2015-16 season.
The new NBCU ad buy marks a significant change from the one-year period when the company spent a record $2.8 billion on its NFL broadcast.
The network spent $2 billion on CBS’ college football broadcast and a record of $2 million on the network’s basketball broadcast.CBS is also using a new ad campaign called “What Is The Deal?” to promote its brand.
This year, NBCU will spend more than $10 million on television advertising in a single day.
The company will also spend $1.5 billion on digital ads and $1 billion on YouTube ads.
The ad buys are part of a $6.7 billion spending plan announced in November, and reflect a turnaround that began with the 2015 NFL season.
Last year, the company said it would spend $8 billion over the next five years to keep up with the rising TV ratings of its shows.
The company also spent $6 billion on a new “The Biggest Loser” reality show.CBS also is spending more than half a billion dollars on TV ads across the network and digital platforms in the next two years, while its ad spending on ESPN is projected to reach $4 billion.