NBC Tries American Express Sponsorship With 'Today'

by Paige Albiniak  |  10.14.2016

After doing something similar on Leap Day, American Express is once again teaming with NBC to insert more time into the network’s regular programming.

Starting Monday and running all week, Today will include 27 additional total minutes of programming for the week. On both Monday and Friday, three-minute show segments will replace standard advertising pods in the “trending” section in the 8 a.m. hour as well as in the opening host chats in both the 9 a.m. and 10 a.m. hours.

On Tuesday and Thursday, only the third-hour chats featuring Kathie Lee Gifford and Hoda Kotb, will be extended. Three minutes also will be added to the Wednesday 9 a.m. opening segment, which not so long ago featured Billy Bush.

RELATED: Second Presidential Debate Down Nearly 20 Percent in Viewers From First

NBC did this once before with American Express, adding time for more programming on Feb. 29, 2016, throughout the entire day. The partnership started with Today in the morning, picked up with Blindspot and The Voice in primetime and culminated with Late Night with Seth Meyers, adding branded content pieces to each program.

American Express returned to NBC when it wanted to again promote its Blue Cash Everyday Card headed into the holiday season. What Leap Day taught the company was that viewers were particularly responsive to the promotion as part of Today.

“You pair that with the amazing talent at NBC who were so authentically able to integrate us into that program, and it truly did deliver on what consumers wanted more of,” Jill Hamilton, vice president, U.S. media and sponsorships, American Express, told Adweek.

This time around, the on-air content won’t be specifically branded, but an American Express bug will air on the screen and anchors will call out American Express for providing the extra time.

Much of the activation will take place online, where all video during the week will air reduced pre-roll, also sponsored by American Express. Branded content specifically produced for the week will air both on and on the show’s related digital and social platforms.

READ MORE: Adweek, Variety

[Image courtesy of NBC News via Variety]

← Back

New from Daily Brief

‘Good Girls Revolt’ Demands Equality and Bylines
New Amazon series is inspired by the 1969 gender-pay-gap dispute at “Newsweek.”
‘The Walking Dead’ Surrounds Viewers with Walkers in 360 Video
Walkers are closing in for AMC’s VR experience, launched as season 7 premieres.
Graduating Promo Pathway Students Prepare to Leave Their Stamp on Television Marketing
The yearlong program provided technical and creative skills, turning them into "preditors" valedictorian Nicholas Lombardo said during the commencement ceremony.
AT&T Acquisition of Time Warner Looks to be Nearly Done Deal
Late Friday, news broke that two parties have deal in principle that values Time Warner at $85 billion.
Fox's 'Rocky Horror' Doubles Its Average Thursday-Night Performance This Season
Cult classic far lower-rated than January's "Grease Live!," however.
HOT SPOT: 'Motorclub' Premieres on NBCSN
Extreme sports footage makes this trailer as exciting as sports show features.
Oct 28
Creative Entrepreneurs
Nov 3
PromaxBDA UK Conference & Awards 2016
Nov 9
2016 Latin America Awards & Industry Symposium
Dec 13
NYC PromaxBDA Holiday Party 2016
Dec 15
LA PromaxBDA Holiday Party 2016
Mar 13, 2017
PromaxBDA Europe Conference 2017
Oishii Advertisement NAMLE Advertisement ProMaxBanner_300x250 Advertisement