NBCUniversal Spotlights a 360-Degree Commitment to the Future of Retail at ShopTalk 2025
NBCUniversal highlighted the company’s gold-standard approach to retail with shoppable TV, data collaboration, retail innovation, and democratizing access to premium TV as a high-impact brand performance platform for brands of all sizes.
March 28, 2025
NBCUniversal Makes News at ShopTalk
Shoptalk is a premier retail conference that brings together industry leaders, brands, tech companies, and investors to explore the latest trends and innovations shaping the future of the retail business.
To kick off the week, NBCUniversal announced the company’s new partnership with LG Electronics (LG). The expanded partnership will deliver 40 new FAST channels of NBCUniversal content in the US spanning entertainment, news, sports, Spanish-language, and true-crime programming - as well as innovative shoppable experiences - to audiences across the country through LG smart TVs.
With NBCU Checkout and LG’s ‘webOS pay’ feature, viewers can utilize their LG remote to easily explore different products inspired by the content and make a purchase through their mobile device or directly on their TV, reducing consumer friction, while also driving measurable brand impact.
NBCUniversal Takes the Stage at ShopTalk
On Tuesday morning as part of the first sessions of the day, Alison Levin, President, Advertising & Partnerships, NBCUniversal made headwinds at ShopTalk’s New Market Stage in a keynote fireside chat titled “From Screen to Scale: Unlocking Opportunities at the Intersection of Retail and Media.”
Alongisde ShopTalk’s Head of Insights, Joe Laszlo, Alison discussed how NBCUniversal is moving the needle for brands through its expanded suite of commerce tools and investments in strategic data partnerships. She highlighted the power of storytelling and the ability to leverage NBCU’s IP and talent paired with our commerce capabilities and technology, which is the right combination to drive business impact.
“NBCU has this incredible reach, this IP, this emotional connection and executional excellence... It works, and it’s continued to work for a really, really long time... The power of the tv screen is in the long term and short term that advertisers have available to them.”
Read more about Alison’s panel in Retail TouchPoints.
Later in the afternoon, Evan Moore, Senior Vice President, Commerce Partnerships, NBCUniversal Advertising & Partnerships, participated in an ADWEEK House Las Vegas Group Chat session titled, “The New Rules of Marketing: Shopping Anywhere, Anytime In partnership with SmartCommerce.”
Evan was joined by leaders from Adweek, NOMAD Marketing Agency, Galderma, GALE, SmartCommerce, Pinterest and more. The session explored how the shift to mobile-first, always-on shopping has transformed the marketing mix and the new rules for engaging consumers and driving success in this fast-evolving landscape.
Evan discussed how shoppable TV is at the forefront of the evolution in the way brands connect with audiences, and demonstrated how NBCUniversal is serving as a trailblazer in the ecosystem – reimagining how commerce and storytelling can work together to deliver results. Evan hinted at when audiences are buying products through the content they’re engaged with, it is like buying a piece of the story. The conversation dove into community, inspiration and collaboration as key pillars for brand success.
“The lines between advertising and entertainment are blurred and coming to the table as a co-creator is key.”
Throughout the week, NBCUniversal Advertising & Partnership hosted a booth at The New Market stage shining a light on NBCU’s iconic shows, talent and experiences, while providing a space to connect with our current and potential partners.
As a unified force in the industry, NBCUniversal came together at this year’s event to reinforce premium TV is here to stay and the company is ahead of the curve to deliver for retail marketers’ needs – big or small.
