NBCU Plans to Frame Some Peacock Shows With Occasional Ads

variety.com:

Brian Steinberg Senior TV EditorAfter launching Peacock with a pledge to minimize commercial interruption, NBCUniversal seems to have hit upon a new idea that will let ads and content exist on screen at the same time.The company on Monday unveiled a new ad format for its streaming-video hub Peacock that will surround a show with a “frame” sponsored by an advertiser.

The graphic overlay may even contain interactive elements that let Peacock subscribers shop for the product or service being advertised.“The majority of Peacock customers are opting for our ad-supported experience, and we remain focused on collaborating with our brand partners to develop innovative, personalized ad experiences that continue to enhance the customer experience,” said John Jelley, Peacock’s senior vice president of product and user experience, in a statement.

The new ad format could serve as a preview of a new level of aggression by TV networks to serve commercials to streaming viewers.

For years, the media companies have resisted such tactics, mindful that rivals like Netflix and Amazon were serving up premium TV experiences with an explicit promise not to interrupt them with advertising.