NBCUniversal returned to the iconic Radio City Music Hall yesterday morning to present its 2025-2026 Upfront showcase, spotlighting its expansive cross-platform content slate, deep advertising reach and strategic vision, all as it builds toward NBC’s historic 100th anniversary in 2026. Filled to the brim with talent throughout the presentation, the historic venue was abuzz with excitement as new series announcements and trailers were shown with appearances from SNL alums, comedy icons, reality TV stars and beloved newscasters.
As the lights dimmed, the curtain raised on a 55-piece symphony orchestra performing a medley of some of the most iconic advertising jingles in history, including State Farm’s “Like A Good Neighbor”, Burger King’s “Have It Your Way”, Folgers Coffee’s “The Best Part of Waking Up”, KitKat’s “Gimme a Break” and many more, closing out with NBC’s iconic three-tone jingle. The piece was followed by a hilarious musical number performed by Ted franchise creator and star Seth McFarlane called, “NBC Has The Shit Your After”, taking playful jabs at other streamers and networks, a great opener to lighten the mood and set the stage for the event.
The Message
Chairman of NBCUniversal Entertainment & Studios Donna Langley took the stage to highlight the company's collaborative approach and IP-first strategy across its entertainment brands and platforms. “At a moment when attention is being pulled in multiple directions, our ability to collaborate across the company and work together towards a common goal is our superpower,” said Langley. “And that starts with our franchise-first strategy, investing in durable stories and brands that inspire fans everywhere in a multitude of ways.”
Langley underscored NBCUniversal’s strength in building eventized programming through what the company refers to as its “symphony” strategy -- coordinated cross-platform rollouts designed to amplify its biggest moments. The addition of NBA games to NBC's programming lineup was another major focus, with Langley calling it “a weekly tentpole that maximizes the impact of the league across all our platforms, and delivers a sizable audience watching in real time for our advertising partners.”
The Numbers
Mark Marshall, Chairman of Global Advertising & Partnerships, made a dramatic entrance to remember. After seeing him appear across iconic NBC sets like The Today Show and Law & Order: SVU, being interrogated by Olivia Benson, he descended onto the Radio City stage via Glinda's giant bubble. Decked out in a sequinned pink blazer he made a dazzling quick-change out of, Marshall took the stage and made a compelling case for NBCUniversal’s premium reach and effectiveness.
“There are three numbers I want you to remember about us this year,” said Marshall. “First, our reach will grow to 286 million people a month. And over 95% of that reach will be with your advertising. And 99% of those ads are seen to completion. Quite simply, there is no other media company that can match those figures.”
Sports and live content remain cornerstones of the company’s strategy, with Marshall touting Peacock’s 7,500 hours of sports content in the next year -- more than AppleTV+, Hulu, Max, Netflix, Paramount+, and Prime Video combined. “70% of all the programming across NBC is live,” he noted. “And why does live matter to you? Because it delivers 21% more engagement for your brands.”
Chart-topping hitmaker Snoop Dogg closed out the show with a performance featuring multiple hits, including “Gin and Juice” and “Drop It Likes Its Hot”, commanding the Radio City stage all on his own. Snoop will make his return as a judge on The Voice for season 28.
In Closing, Above All Else: Entertain
As the company prepares to mark NBC’s centennial next year, the message was clear: with premium IP, deep consumer insight, unmatched reach, and a commitment to storytelling and innovation, NBCUniversal is positioning itself as the premier partner for advertisers in the modern media landscape.
"Every person you see up here today, every performance, trailer or clip our teams have prepared for you, brings us back to four little words,” Langley said in closing. “The mantra that greets us every day at our headquarters in LA: ‘Above all else, entertain.’”
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