NBCUniversal shakes up ad sales: Dan Lovinger departs amid restructuring
In a substantial shift within NBCUniversal (NBCU), Dan Lovinger who spearheaded an ambitious and record-setting Olympics ad-sales operation, is stepping down as part of a strategic overhaul aimed at reshaping their approach to advertising in the sports sector.
Aligning sports and Olympic sales
New vision for ad sales
Back in 2022, NBCU positioned Lovinger in a unique role, distinct from other sports ad-sales responsibilities. His mission was to boost advertising revenue for both the Olympics and Paralympics. This separation allowed for a dedicated focus on Olympic sales, critical amidst the increasing complexities and demands of global events.
However, with NBC’s recent acquisition of NBA broadcasting rights, the company is pivoting towards integrating its sports sponsorships more cohesively. NBCU envisions selling Olympics and other sports packages together to amplify revenue and streamline efforts in appealing to advertisers. This strategic pivot aims to enhance the overall impact of their sports assets, ensuring larger and more attractive ad packages for potential sponsors.
Leadership changes
Allison Levin, President of NBCU ad-sales, announced this pivot in a memo to staff. She detailed plans to synergize sports and Olympics sales, leveraging a unified strategy that maximizes revenue from their diverse sports properties. This unified approach will be spearheaded by Peter Lazarus, the current head of NBCU’s general sports sales, a role he ascended to in 2022.
Levin’s restructuring represents one of her first major moves since joining NBCU from Roku in late 2023. Her plan calls for a hyper-focus on expanding the business, prioritizing audience engagement, and optimizing revenue from key moments, thus reflecting a proactive approach to the evolving media landscape.
Transitions and new hires
In addition, Levin’s strategy includes hiring a new Executive Vice President. This role will focus on driving revenue from untapped advertisers and forging innovative partnerships. Traditional media companies are increasingly targeting small- and medium-sized enterprises that historically haven’t participated in national TV advertising. This shift also emphasizes “audience buying”—creating packages that appeal to niche consumer segments, like first-time car buyers or expectant parents.
Dan Lovinger’s legacy
Lovinger’s departure marks the end of a notable tenure at NBCU. His career there saw him in various high-profile roles, including overseeing ad sales for NBC’s broadcast network, the USA cable network, and the Spanish-language broadcaster Telemundo. His leadership in sports ad sales began in 2016, culminating in his dedicated focus on the Olympics in 2022, underlining the importance of these games to NBCU’s success.
Throughout his career, Lovinger was renowned for his innovative concepts in advertising. During the Paris Olympics, he orchestrated a deal with GroupM media buying agency to create a commercial break exclusively featuring their clients. Additionally, he revolutionized the sponsorship landscape by introducing FIGS, a clothing manufacturer, to a unique advertising opportunity involving heart-rate monitor displays on the parents of U.S. Olympic athletes, enhancing the viewing experience for fans at home.
Past innovations and contributions
Beyond sports, Lovinger also brought creativity to other programming formats. In the previous decade, he secured sponsorships for live theatrical plays on NBC by incorporating advertisers’ brands directly into the characters’ storylines. A noteworthy example includes allowing Walmart to feature the Tinker Bell character from Peter Pan during a live telecast, blending entertainment with innovative advertising seamlessly.
Lovinger’s career trajectory included senior roles at Viacom and Time Warner, contributing to his deep understanding and expertise in media sales. His strategic insights and collaborative approach left an indelible mark on NBCU’s advertising strategies.
Peter Lazarus takes the helm
Peter Lazarus, who rejoined NBCU in 2013 after key sales roles at Univision and USA Today, now faces the challenge of integrating the Olympics sales with broader sports packages. Lazarus, brother to one of NBCUniversal’s top executives, Mark Lazarus, brings extensive experience and a fresh perspective to the table. His leadership is expected to further NBCU’s ambitions of leveraging their sports portfolio to drive business growth significantly.
The road ahead for NBCU
As NBCU anticipates the inclusion of NBA games following the next season, the additional sports content will likely be leveraged to boost subscriptions to Peacock, NBCU’s streaming service. The Olympics alone may not suffice to generate the required ad revenue, especially as viewers increasingly shift from linear TV to on-demand streaming.
Lovinger’s legacy of innovative ad strategies and dedicated service sets a high bar, as NBCU navigates this transformative period. Execs like Levin and Lazarus are poised to drive this new era, integrating a cohesive sales strategy to fully capitalize on NBCU’s sports assets.
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