NBCUniversal shoppable TV expands to about 12 shows, led by Traitors and Love Island USA

NBCUniversal has spent seven years developing shoppable TV, a system that lets viewers buy items tied to programming on its Peacock platform and on third-party services such as LG TVs. The catalog now spans roughly 12 shows, including Top Chef, Below Deck, The Traitors and Love Island USA.

Items available include the cape from The Traitors and a monogrammed water bottle from Love Island USA. The company describes multiple entry points for brands into its shoppable television ecosystem.

Evan Moore, SVP of commerce partnerships at NBCU Advertising & Partnerships, said at Shoptalk Fall that the shoppable TV business is growing significantly year over year. He also said shoppable content tied to intellectual property viewers care about produces a 171% increase in brand favorability.

Engagement is three times higher when a product is integrated into a show rather than presented through a traditional ad, according to Moore. That comparison puts in-show product placement at the center of NBCUniversal’s commerce pitch.

Product integration once served as a punchline on NBC’s 30 Rock, but NBCUniversal executives now treat shoppable TV as a serious business. The company is building the format across owned and third-party platforms, extending shopping into streaming environments.