NBCUniversal, Instacart Link Up to Bring Retail Media Opportunities to TV

NBCUniversal and Peacock are expanding their partnership to include retail media data sharing.

NBCUniversal and Instacart are expanding their existing partnership to include a new retail media workstream that will enable Instacart’s CPG advertisers to connect with consumers via NBCU’s streaming and linear television content.

In late 2023, the companies teamed up to include access to NBCU’s streaming platform Peacock as part of the Instacart+ membership package. Now, with this new first-party data collaboration, advertisers will be able to reach consumers through NBCUniversal’s content and measure the impact of their campaigns by leveraging ad exposure and purchase data from Instacart.  

“We’re committed to helping CPG brands connect with and inspire high-intent consumers wherever they advertise,” said Tim Castelli, VP of Global Advertising Sales at Instacart in a statement. “Soon, NBCUniversal advertisers will be able to leverage Instacart’s first-party audience data to enhance their streaming campaigns and prove their campaigns’ efficacy with our closed-loop measurement. Consumers can see a CPG’s ad on streaming and get that product delivered to them via Instacart in as fast as an hour — it’s a win-win for both consumers and brands.”

The offering is expected to launch in Q2 on the streaming service, with plans to expand to linear at a later date.

“Advertisers are increasingly prioritizing strategic audiences, and with this partnership, CPG brands will be able to connect to the next generation of grocery shoppers in a highly engaging environment,” said Alison Levin, President of NBCUniversal Advertising and Partnerships in a statement. “We will be leveraging NBCUniversal’s full portfolio and market-leading daily reach, combined with Instacart’s measurement and data capabilities, to drive results for marketers.”

The move is part of a growing effort from more established retail media players like Instacart to bring their first-party shopper data into third-party advertising environments. Instacart also has teamed up with The Trade Desk and Roku to offer its data for targeting and measurement in those platforms, and Kroger Precision Marketing recently announced a similar deal with Yahoo.

To learn more about retail media, check out our full guide here.