The LadBible Group and Peacock Ink Seven-Figure Advertising Partnership

The NBCUniversal streaming service Peacock has inked a seven-figure advertising deal with lifestyle publisher LadBible Group. With this partnership, LBG enters the American market for the first time since purchasing Betches for $24 million in October. According to Jake Fitzgibbon, general manager of LBG U.S., the agreement calls for LBG and Betches to use social media, digital content, newsletters, and podcasts to increase audience engagement with Peacock’s unscripted television programming over 12 months.

The LadBible Group and Peacock Sign seven-figure advertising deal

Adweek reported that the partnership, which was announced in March, is a provisional confirmation of LBG’s justification for acquiring Betches. Since Betches’ readership leans female and LBG’s audience is skewed male (56%, according to the company), a merger would increase both publishers’ reach while maintaining a gender balance. The tie-up also aimed to provide the U.K.-based media company with a foothold in the larger U.S. market.

LBG intends to utilize its campaign performance as a case study, which may enable it to get additional business from American companies aiming to attract younger consumers, especially those in the entertainment industry. According to Fitzgibbon, the main objective of LBG’s collaboration with Peacock is for the publisher to push content into culture by getting younger audiences excited about Peacock programming.

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Partnership with Peacock

To do this, Peacock gives LGB a revolving slate of shows, such as Love Island for Betches and true crime shows for LGB, that it would like to promote. The publishers then incorporate these shows into memes, social media posts, podcasts, newsletters, and their own franchises, like Betches’ Watchlist and LBG’s Binge-Worthy.

In order to accomplish this, Peacock provides LGB with a rotating slate of shows that it would like to promote, such as Love Island for Betches and true crime shows for LGB. Subsequently, the publishers use these shows in newsletters, podcasts, social media posts, memes, and their own brands, such as LBG’s Binge Worthy and Betches’ Watchlist.

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