How NBCU found the tools to compete directly against digital

Geoffrey Precourt

NBCUniversal, the media company owned by Comcast, has built out a wide range of capabilities to help it compete with newer entrants into the advertising space.

Linda Yaccarino is the savviest of sales warriors, and a fierce defender of whatever medium demands her time and attention.

For nearly 20 years, latterly as EVP/COO for advertising sales, marketing, and acquisitions, she was fighting to help Turner establish marketing credibility for its cable assets.

“We thought our competition was Viacom … and NBC and CBS,” she told delegates at the Association of National Advertisers’ (ANA) 2018 Advertising Financial Management Conference. “Check the box. I can confidently say we knew how to compete with all of those guys.”

Linda Yaccarino, Chairman of Advertising and Client Partnerships, NBCUniversal

In 2011,...

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