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Lifestyle publisher LadBible Group has signed a seven-figure advertising deal with the NBCUniversal streaming service Peacock. This partnership marks LBG’s first major foray into the U.S. market since acquiring Betches in October for $24 million.
As part of the agreement, LBG and Betches will drive engagement to Peacock’s unscripted television programming through social media, digital content, newsletters and podcasts over a 12-month period, according to Jake Fitzgibbon, general manager of LBG U.S.
“We say in the U.K., ‘We’re like your mate in the feed,’” Fitzgibbon said. “The idea is: How do you fuel the group chat? If we can create content around Peacock programming that makes it talkable, then that makes it into group chats.”
The partnership, which launched in March, represents a tentative validation of LBG’s rationale for purchasing Betches.
LBG’s audience skews male—56%, according to the company—while Betches leans female, so a merger expands both publishers’ reach while balancing their gender makeups. The tie-up also aimed to provide the U.K.-based media company a foothold in the larger U.S. market.
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LBG plans to use its performance in the campaign as a case study, which could help it secure further business from other U.S. brands—particularly those in the entertainment space—looking to reach young audiences.
The company, which generated $86.2 million in 2023, is one of a wave of U.K. media firms looking to grow its business by expanding its presence in the U.S.
The Peacock partnership
The primary goal of LBG’s partnership with Peacock is for the publisher to drive content into culture—to get younger audiences talking about Peacock programming, according to Fitzgibbon.
To do so, Peacock provides LBG with a rotating slate of content it is interested in promoting, such as Love Island for Betches and true crime programming for LGB.
The publishers then work these shows into their franchises, such as Betches’ Watchlist and LBG’s Binge Worthy, as well as into memes, social media posts, podcasts and newsletters.
The campaign will be measured using key metrics like guaranteed impressions and social engagement, but the overarching objective is to drive consideration lift. LBG will consult with Peacock on a biweekly basis to optimize the campaign, but the publisher has a high degree of autonomy when it comes to the specifics of the integrations.
