In an unexpected move, Peacock, NBCUniversal’s streaming service, launched a bold advertising campaign targeting viewers of CBS’s repeats of the hit series Yellowstone. The ads, which ran during the CBS broadcast, encouraged viewers to watch Yellowstone on Peacock, emphasizing that all episodes are available for streaming.
According to Variety, this strategic advertising arrangement demonstrates the evolving dynamics in the media landscape, with rival networks leveraging streaming rights to compete for viewership. Paramount Global, the parent company of CBS and producer of Yellowstone, has granted Peacock streaming rights to the series.
Despite this, CBS is running repeats of the show as a response to ongoing labor strikes within the entertainment industry.
These repeats have proven surprisingly successful, attracting over six million viewers in their debut last week. This sizable audience presents an enticing opportunity for advertisers, including Peacock, to capture viewers’ attention. While it may seem counterintuitive for CBS to allow a rival network to target its viewers, this practice has become more common as streaming services vie for audience attention.
Disruption of Traditional Television
The rise of streaming giants like Amazon, Netflix, Google, and Hulu has disrupted traditional television advertising practices. Historically, TV networks avoided promoting rival content during ad breaks, fearing it would lead viewers to switch channels. However, this restrictive approach is changing as networks increasingly accept advertisements from streaming competitors.
Notably, certain streaming services, such as Netflix, HBO Max, Hulu, and Disney+, refuse to air ads that promote rival platforms or their content. Paramount+, another branch of Paramount Global, only accepts ads from streaming competitors with existing business relationships.
Peacock’s bold campaign for Yellowstone underscores the fierce competition among streaming services and traditional networks to secure and retain viewers. As the media landscape continues to shift, innovative advertising strategies like these are likely to become more commonplace.
This move by Peacock not only challenges CBS’s grip on Yellowstone but also suggests a dynamic future where streaming services play a prominent role in shaping viewer preferences.
