NBCUniversal’s Live, Wide World of TV Upfront

The Big Message: We’re doubling and tripling down on live programming all over NBC and Peacock this coming season, because that’s what draws the best and most diverse viewership. The variety of live on display runs from entertainment and award specials to the Winter Olympics from Italy, the Super Bowl, NBA basketball and an extended celebration of NBC’s 100^th anniversary. Spanish-language networks Telemundo and Universo also will increase their percentage of live material through new unscripted series, specials, and sports content. “The media landscape is more fragmented and competitive than ever,” declared Donna Langley, NBCUniversal Entertainment & Studios Chairman,” and you need partners who can reliably produce great content and meet the audience where they are in order to earn a share of their time, their attention and wallets.”

Hosts: Various NBCU talent and personalities introduced a variety of presentation segments, with Langley and Global Advertising & Partnerships Chairman Mark Marshall making lead-off remarks.

What Worked: The flow of the presentation, going from segment to segment in seamless fashion. Nice touch giving considerable stage time to Peacock’s array of new unscripted and scripted series, and Telemundo’s value to Latino consumers (helped by a clever monologue from Saturday Night Live co-star Marcello Hernandez).

What Also Worked: A two-part boffo musical punch opening the proceedings. First, the 55-piece symphony performed a cleverly arranged medley of iconic commercial jingles. Great instant pop quiz and TV history lesson combined for the audience. Participating advertisers included State Farm Insurance, Folger’s Coffee, Oscar Mayer, and Chevrolet. From there, Seth MacFarlane performed a savage musical takedown of every non-Peacock mega content service around. How savage was it? More than a few lyrics are unprintable for consumption here. Trust me.

What Can Work Better: A different musical wind-up that leaves attendees in a great frame of mind. Kelly Clarkson performing her top hits, did the trick last year. Snoop Dogg, who was sensational on NBC’s Summer Olympics coverage last year, rapped his way through “Talking Like a Star” with no backup to play off of.

Data Points: NBCUniversal’s collection of networks attract 68 million viewers a week.Today reaches 90 million adults every month via NBC and the Today All-Day smart TV product/multichannel bundle-distributed service. Peacock will present over 7,500 hours of sports throughout 2026.

News: NBC’s new series for 2025-26 include The Fall and Rise of Reggie Dinkins, co-starring Tracy Morgan and Daniel Radcliffe, and Surviving Earth, a follow-up nature saga to The Americas. Wicked co-stars Cynthia Erivo and Ariana Grande will headline a live concert special this November, timed with the theatrical release of Wicked: For Good. The new Peacock scripted series on deck: The Miniature Wife, All Her Faults and The ‘Burbsthis fall, and The Copenhagen Test next year. Peacock will introduce a pair of new interactive elements with its upcoming NBA coverage: “Performance View” where real-time statistics pop up on-screen by request, and “ScoreCard,” where viewers can play a bingo-like game with cards showing specific teams or themes.

Bonus Points: Recognizing current and future programs on USA Network, Syfy, E!, Oxygen and the other NBCU cable channels moving to spinoff enterprise Versant by year-end. At USA, long-awaited John Grisham series adaptation The Rainmaker debuts this summer, followed a few months later by combo food/travel opus Everything on the Menu, featuring WWE superstar Braun Strowman.

Parting Words: “We need partners who can create good content that reaches the viewers where they are.” -Donna Langley, NBCUniversal Entertainment & Studios Chairman

“Our opinion has been -- and always will be-- ads are God’s gift to this world.” -NBCUniversal Global Advertising & Partnerships Chairman Mark Marshall

“I’m so excited to see the NBA back on NBC.” -Michael Jordan, former NBA megastar, soon to be a special contributor to NBC/Peacock’s NBA game presentations

“My mom is Cuban. My father is from the Dominican Republic, which means they are divorced.” -Marcello Hernandez

“If I could sell the naming rights to my kids, I would. Everything is for sale…It’s been a big year of us, (having) The Traitors, Saturday Night Live’s 50^th anniversary, Chicago Pope. What a time to be Dick Wolf!” -Late Night with Seth Meyers host Seth Meyers

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