NBCUniversal and WWE change the image of wrestling for advertisers

NBCUniversal included 104 extra hours of wrestling in their programming. Together with the sports entertainment company WWE, they are working to convince advertisers that wrestling is a good investment. This is a tricky move, since the belief exists that this sport attracts downscale audiences. Until now they have found 37 new advertisers, including the first auto brands to sponsor the WWE programming in the US. Aside from SmackDown, Monday Night Raw and Tough Enough are two new programs which are expected to have great ratings. “In the past, WWE wasn´t associated with being a friendly brand for families” said Dan Lovinger, Executive VP of Advertising Sales at NBCUniversal. “We had to redefine what it is, to both advertisers and consumers”.”We didn’t spend much money at all in WWE in the past” explained Neil Vendetti, Executive VP-National Video Activation, Zenith. “Brands didn´t feel comfortable”.NBCUniversal made an important effort during its upfront this summer to boost its inventory dedicated to wrestling. Part of the company’s strategy has been to open up integrations for brands to have presence on their programs. Currently, WWE offers branded content and other advertising formats.