Tags: NBC News | Nightly News | rebroadcast | ads

NBC Pulls National Ads on Overnight 'Nightly News' Rebroadcast

By    |   Tuesday, 31 Mar 2015 11:20 AM

NBC will cease airing national commercials during its overnight rebroadcast of its "Nightly News" program amid complaints from advertisers, Politico reported.

While the network had previously aired the program between 2 to 4 a.m., giving it a crucial ratings bump ahead of network news competitors, such national advertising support for the programming ended on Monday, Politico said.

NBC declined to comment on its decision but will air local ad spots in place of national ads, which some claimed allowed the network an unfair advantage in the ratings war where just a a few hundred thousand viewers can lift one over the other, Politico added.

NBC first began airing "Nightly News" overnight in early February in at least 10 larger media markets around the country, Politico noted. The move allowed those viewership numbers to be counted in the Nielsen ratings, which network advertising reps use to sell to clients.

ABC News noted the unfair advantage in a press release issued last week, Politico said.

"NBC's stated averages now include both its 6:30 p.m. E.T. airings and re-broadcasts on some stations between the hours of 2-4 a.m. ET. NBC News has not publicly stated the markets in which the re-airs occur nor how many additional viewers they are claiming as a result."

Deadline Hollywood described the shift for NBC as having its "wee eyeballs poked out of Nielsen ratings."

Concerns were registered about NBC's slim lead after its evening news star Brian Williams left the anchor desk prematurely amid concerns he'd fabricated some facts about his own news coverage. He has been replaced during his 6-month suspension by veteran Lester Holt, and eyes have turned to see if Holt could retain Williams' anchor seat prowess as NBC battles ABC in a tight ratings war. Thus far, Holt has maintained a thin edge.

The pulling of the late-night newscast, however, could give ABC News its victory, the New York Daily News said, noting that in early March, just 11,000 viewers separated the media outlets' nightly news broadcasts.

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NBC will cease airing national commercials during its overnight rebroadcast of its "Nightly News" program amid complaints from advertisers, Politico reported.
NBC News, Nightly News, rebroadcast, ads
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2015-20-31
Tuesday, 31 Mar 2015 11:20 AM
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