NBC Taps 100th Anniversary to Hook More Advertisers With Tentpole Events

By Brian Steinberg

Brian Steinberg

Senior TV Editor

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The network is 100 years old. The commercials, however, are new.

NBCUniversal is trying to expand the sponsorship model it used for the 50th anniversary of “Saturday Night Live” in 2025 and customize it for its coming celebration of a century of its flagship broadcast network. If sponsors like it, the company will have a tested system of garnering ad support that it can tap as it continues to seek out tentpole events, including, potentially, the Los Angeles Olympics in 2028, and the 75th anniversary of “The Tonight Show” in 2029, to win the big audiences advertisers continue to demand from broadcast, even in the streaming era.

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