“Network’s Celebration Transforms into Major Test”
Led by Lorne Michaels, the mastermind behind “SNL,” the festivities and promotions surrounding the SNL50 events provided NBCU with an opportunity to showcase its ability to utilize NBC broadcast, Peacock streaming, and various digital platforms to attract a large live audience. This strategic move is crucial as NBCU invests heavily in its new NBA contract and prepares for the divestment of seven linear cable channels, including USA, CNBC, and MSNBC later this year. Essentially, NBCU aimed to demonstrate that an event like “SNL50” could be both a celebration and a revenue generator.
Reflecting on the success of SNL50, Donna Langley, chair of NBCUniversal Entertainment and Studios, emphasized the impact of the NBCUniversal ecosystem in creating a unifying moment. Langley highlighted the importance of expanding and enhancing specials across platforms to offer audiences the flexibility to engage with NBC content on their own terms, leading to multiple memorable viewing experiences.
The event was also a tribute to Lorne Michaels, the visionary behind the iconic show. For Langley, the energy surrounding the SNL50 weekend at 30 Rock was a standout, witnessing people coming together to honor Lorne and the institution he founded.
Brian Roberts, chairman and CEO of NBCU parent Comcast, underscored the enduring significance of “SNL” and its profound influence on American culture over the past five decades. Roberts acknowledged the show’s groundbreaking impact, role in launching numerous careers, and its status as a cultural time capsule that has resonated with audiences for generations.
The success of SNL50 in engaging a large audience, both live and through subsequent views, was noteworthy, given the show’s extensive reach on major social platforms. With millions of followers on platforms like YouTube, TikTok, and Instagram, “SNL” continues to spark social engagement and conversations with each new episode, showcasing its enduring relevance and appeal.
In the lead-up to major events like the Olympics, it is crucial to emphasize the tune-in message in the days just before the event. Simply increasing awareness through a long promotional campaign does not guarantee a full audience at the scheduled time. According to Marshall, it is essential to target and engage with the audience in the days leading up to the event to ensure their participation.
The planning for SNL50 began in earnest two years ago after NBCUniversal hinted at a grand 50th anniversary celebration for “SNL” during its spring upfront. Various deals were made, including innovative premium advertising agreements for the show over the 2024-25 season, a four-day interactive experience at 30 Rock, and the premiere of the feature-length documentary “Ladies and Gentlemen: 50 Years of SNL Music” on Jan. 27 on NBC and Peacock.
Finding suitable sponsorship partners required careful consideration, as not every company aligned with the “SNL” brand or was willing to relinquish control of their ads to the show’s writers. Ultimately, NBCU secured multi-year deals with five presenting sponsors: Allstate, Capital One, L’Oreal Groupe, T-Mobile, and Volkswagen of America.
The success of SNL50 underscores NBCU’s confidence in the impact of live events on various businesses. While SNL50 enjoyed a special lineup of stars and nostalgic moments, Marshall hinted at additional opportunities on the horizon for live entertainment to engage audiences effectively. The network has observed a renewed interest from marketers in leveraging live programs like “Today,” “The Tonight Show,” and “The Macy’s Thanksgiving Day Parade” to reach broad audiences just before significant events.
The ripple effects of SNL50 extended to other NBCU brands, with video content shared across major social platforms generating over 750 million views across various network labels. Clips from the show spread widely, showcasing the enduring appeal and impact of the iconic “SNL” brand.
NBC is known for its strong presence on various social media platforms. However, one particular aspect that remains exclusive to NBC is ad inventory related to “Saturday Night Live” (SNL). Marshall emphasized the significance of maintaining control over this property throughout the years. Whether it’s on traditional TV, digital platforms, or social media, NBC is the sole source for purchasing ad space related to “SNL.”
At the star-studded event “SNL50: The Anniversary Special,” celebrities like Scarlett Johansson, Kristen Wiig, Ana Gasteyer, and Kim Kardashian were seen backstage. Some interesting statistics shared by NBC about SNL50 include Gen Z viewers spending 8% more time on “SNL” content compared to a decade ago. The audience at the Feb. 14 concert at Radio City included notable figures like Bobby Flay, Catherine Oxenberg, and Meg Ryan.
During the anniversary celebrations, NBC reran the very first episode of SNL from 1975, hosted by George Carlin, which attracted 3.7 million viewers. To accommodate the high-profile audience for the anniversary special, 200 seats were added to Studio 8H at 30 Rock, bringing the total capacity to 452 seats. A whopping 2,500 cue cards were used during the three and a half hour show.
The event saw the presence of “SNL” cast members from all 50 seasons, such as Don Novello, also known as Father Guido Sarducci. Notable guests in attendance at the anniversary special included Al Franken, Claire Danes, and Zoey Deschanel. Additionally, vintage “Saturday Night Live” advertisements from the pages of Variety were shared for a nostalgic look back at the show’s history.
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