NBCUniversal unveils Rock Studios creative engine
June 22, 2026
NBCUniversal has unveiled Rock Studios, the evolution of its in-house creative engine powering a culturally resonant brand work that connects marketers to the content, creators and moments that matter most. With a portfolio anchored in sports, influential entertainment, and cultural properties, Rock Studios transforms media investment into integrated experiences, pairing unmatched reach with cultural relevance to deliver measurable business impact for brands of all sizes.
“For years, brands were forced to choose between storytelling and performance, but now the winning formula relies on creative that is contextually aligned, culturally relevant, and designed to perform against unrivaled reach,” said Karen Kovacs, President, Advertising & Partnerships, NBCUniversal. “Rock Studios is built for this new reality. Bringing together iconic IP and talent, cutting-edge creative, data, and technology into a single, unified offering that helps brands of all sizes own moments, leverage our highly passionate fandoms, extend engagement cross platform, and deliver results at every stage of the funnel.”
ROCK STUDIOS’ EXPANDED CAPABILITIES
With its expanded offerings, Rock Studios provides advertisers creative solutions across four core capabilities: Integrated Sponsorships & Experiences, Custom Creative Solutions, Talent & Creators, and Branded Entertainment. Designed to work independently or together, Rock Studios affords brands flexible and bespoke ways to activate across NBCUniversal’s ecosystem.
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Through Integrated Sponsorships & Experiences, Rock Studios embeds brands directly into NBCUniversal’s biggest programming, platforms and live events, creating ownable moments inside and around the content audiences already love. These moments can then be extended through cross-platform amplification and retargeting, leveraging NBCUniversal’s advanced technology and real-time measurement capabilities to multiply impact and drive deeper outcomes.
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Rock Studios’ Custom Creative Solutions offers marketers creative inspired by NBCUniversal’s iconic IP and built for performance with scalable, cross-platform solutions that make premium storytelling more accessible to brands of all sizes. With the solutions spanning everything from industry leading ad innovations to cutting edge commerce capabilities, Rock Studios is helping advertisers create, activate and scale high-impact campaign creative without sacrificing creative ambition.
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NBCUniversal’s expansive ecosystem is home to some of the most sought-after Talent & Creators in the industry, and Rock Studios provides unprecedented access. The team connects brands with trusted voices audiences are deeply connected to, pairing NBCUniversal talent and creators with white-glove campaign support, scaled distribution and storytelling designed to feel authentic to fandom and culture.
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With its Branded Entertainment offering, Rock Studios develops original programming and experiences with audience entertainment at the center. The team builds culture-defining content, live experiences and new IP where brands play a meaningful role in the story rather than simply appearing around it.
TURNING CULTURAL MOMENTS INTO MEASURABLE RESULTS
With nearly two decades of collective experience and creative excellence, Rock Studios is already helping brands move beyond advertising to become part of the cultural moments audiences care about most and driving results that extend far beyond a single activation.
Through a fandom-first approach, Rock Studios leverages the full strength of NBCUniversal’s powerhouse portfolio to connect brands to the right audiences with culturally relevant creative – and then scales that impact across every touchpoint, from content and streaming to social, live experiences, talent, and commerce. By pairing unmatched reach with deep relevance, our creative becomes a multiplier, turning individual moments into sustained engagement and measurable business outcomes.
Recent partnerships with leading global brands demonstrate the power of that model in action:
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Unilever x BravoCon 2025: Rock Studios’ BravoCon 2025 partnerships with Unilever underscored the power of turning fandom into full-funnel, commerce-driven impact. For Unilever, Rock Studios created a unified, talent-led platform pairing five beauty brands with iconic Bravo talent, generating over 300M cross-platform engagements and driving +49% greater message memorability, alongside measurable gains including +19% lift in ad memorability, +11% increase in organic brand interest, and +9% in both brand favorability and increased household sales. The campaign demonstrated how Rock Studios blends talent, creative, commerce, and fandom to deliver culturally relevant experiences that drive measurable business results.
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Milan Cortina 2026 Olympic Winter Games: Delta Airlines x NBCUniversal: Ahead of the Winter Games, Delta partnered with Rock Studios to activate across NBCUniversal’s cross-platform ecosystem – driving fan connection across sports, culture, and entertainment and reinforcing its role as the official airline of Team USA. The partnership delivered measurable impact, with 2x sponsorship association and significant lifts in brand perception, including +19% in recall and +38% in opinion. It also drove meaningful gains across key attributes, from premium perception to relevance with culturally connected audiences.
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Citi x The Today Show: Citi’s TODAY Concert Series partnership further demonstrates how Rock Studios continues to transform tentpole programming into measurable business impact, delivering nearly 20 hours of on-screen brand exposure across linear, digital and social. By pairing premium content with cross-platform creative and talent integration, the campaign drove significant lifts across the funnel, including +44% in brand favorability, +29% consideration intent and +25% recommendation intent, reinforcing the power of culturally relevant, fan-first storytelling to move both perception and performance for partners.
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Coffee mate x Love Island: Coffee mate’s partnership with Rock Studios and the Love Island production team for Love Island season 7 underscores the studios’ ability to turn cultural integration into measurable business impact. During Season 7, Coffee mate’s campaign significantly shifted brand perception, delivering 92% favourability and 93% consideration intent, showcasing how Rock Studios’ culturally resonant storytelling can reshape brand perception and drive real-world action.
These results underscore a clear shift: when brands align reach with relevance – and authentically integrate into the fandoms audiences love – they drive stronger engagement, deeper connection and measurable business outcomes.
A FULL-FUNNEL CREATIVE ENGINE BUILT FOR IMPACT
In 2025 alone, Rock Studios has worked with over 400 brand partners and driven over 9 billion impressions, garnering real engagement from fans with +34% YoY growth in view rate on Facebook and Instagram and a +10% growth in view rate on TikTok.
To date, Rock Studios’ work has also been recognised with more than 300 industry awards in the last three years, including Cannes Lions, Clio Entertainment, and GEMA (North America and Global), among others.
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