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NBC has a dominant run of broadcast events coming up: the World Cup, the Winter Olympics, and the Super Bowl. 

And yet, the media giant spent most of its yearly advertiser lovefest either downplaying the importance of social media giants—or announcing partnerships with them. 

This year’s Upfront presentations, where networks attempt to surprise and delight advertisers in order to get their money, were filled with old media companies trying to show just how well they can do new media. NBCUniversal mentioned Facebook, YouTube, and Snapchat, as well as the entertainment the network has sprinkled across them. Snapchat, in which NBCUniversal invested $500 million during its IPO, got the most screen time and praise when it came to a social platform for video.  Read more…

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