NBC and American Express Will Replace 30 Minutes of Commercials With Sponsored Content

Includes first sales partnership with BuzzFeed

When BuzzFeed announced Thursday it had hired its first executive creative producer to start ramping up content for brands, we didn't think the results would come this quickly.

BuzzFeed is working with NBC and American Express on a Leap Day stunt that will see NBC create content that will replace about 30 minutes of national ad spots during prime time Monday. The Leap Day stunt is no small feat considering a typical hour of prime time has around 16 minutes of commercial time.

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