NBCUniversal Touts Early Prime Pods Performance as It Prepares to Double Down on the Format

It will soon expand to other dayparts, but the name won’t change

This month, NBCU will begin moving the prime pod toward the end of some reality competition shows like The Voice. Trae Patton/NBC

NBCUniversal says its fledgling “prime pod” premium ad format is delivering the engagement lifts it had promised, and the company is preparing to expand it to other dayparts and potentially add more of them to its prime-time originals.

@jasonlynch jason.lynch@adweek.com Jason Lynch is TV Editor at Adweek, overseeing trends, technology, personalities and programming across broadcast, cable and streaming video.