NBCUniversal’s shoppable TV business is seeing a boost from shows like ‘Traitors’ and ‘Love Island USA’

The idea of “product integration” was a running gag in NBC’s “30 Rock.” But for NBCUniversal, the topic is no joke, executives say.

NBCU has spent the last seven years developing shoppable television across its own platforms, like Peacock, as well as third-party platforms, like LG TVs. Now, viewers can buy products from about 12 of their favorite shows, like the traitors’ cape from “Traitors” or the monogrammed water bottle from “Love Island USA.” Sometimes, this content shows up as an in-ad QR code that viewers can scan with their phone; other times, it pops up on screen during a scene of a show like “Below Deck,” and viewers can scroll through products in that scene with their remote.

NBCU is now seeing that its business from shoppable TV is growing “significantly year over year,” said Evan Moore, svp of commerce partnerships at NBCU Advertising & Partnerships. Moore said that this content is sparking a 171% increase in brand favorability, when attached to IP that viewers care about. Engagement is also 3X higher when there’s an in-show product integration, versus an ad.

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