NBCUniversal's Alison Levin on Driving Measurable Commerce Outcomes Through Streaming

In this episode of the Brave Commerce podcast, hosts Rachel Tipograph and Sarah Hofstetter sit down with Alison Levin, president of advertising and partnerships at NBCUniversal. 

With more than a decade of experience shaping the connected TV landscape, Alison shares how NBCUniversal is combining premium content, retail data partnerships, and shoppable formats to deliver results for today’s commerce-driven marketers.

Alison discusses what advertisers should expect from their CTV investments, how NBCUniversal is partnering with platforms like Instacart and Walmart Connect to prove incrementality, and why streaming environments must be evaluated beyond reach alone.

Key takeaways:

• Not all streaming is created equal—evaluating content environments is critical for effective media planning.
• Commerce activations tied to premium content are already driving seven-figure product sales.
• Real-time attribution and optimization are reshaping how TV advertising is bought, measured, and scaled.