TV station NBCUniversal says the NFL will have its first commercial-free fourth period for the Bills-Chargers game.

TV station NBCUniversal says the NFL will have its first commercial-free fourth period for the Bills-Chargers game.

NBCUniversal and the NFL said the Peacock Holiday Exclusive matchup between the Buffalo Bills and Los Angeles Chargers on Saturday will include the league’s first-ever commercial-free fourth quarter, promising “a groundbreaking fan experience” with a reduction in standard NFL ad load of over 40% resulting in more than 12 minutes of additional game-related content.

“We are proud to work with our partners at the NFL to present this first-of-its kind experience,” said NBC Sports President Rick Cordella.

“NBC Sports’ best-in-class NFL production, Peacock’s fan-friendly viewer experience, and this innovative advertising model will allow NFL fans an exciting new way to watch the game’s conclusion.”

At the top of the fourth quarter, the broadcast will feature a branded moment to acknowledge the first-ever NFL commercial-free experience. After that there will be no commercials. Instead, the broadcast will feature special content takeovers and game features.

Elsewhere in the matchup, a Walmart custom spot produced by NBCUniversal’s Creative Partnerships team will feature Football Night in America analysts Chris Simms and Devin McCourty as they turn to the retailer for last-minute gifting needs; and NBCUniversal’s first NFL shopping opportunity in the second quarter leading into gameplay presented by Walmart utilizing a QR code.

“We are proud to work with our partners at the NFL to present this first-of-its kind experience,” said NBC Sports President Rick Cordella.

“NBC Sports’ best-in-class NFL production, Peacock’s fan-friendly viewer experience, and this innovative advertising model will allow NFL fans an exciting new way to watch the game’s conclusion.”

At the top of the fourth quarter, the broadcast will feature a branded moment to acknowledge the first-ever NFL commercial-free experience.

After that there will be no commercials. Instead, the broadcast will feature special content takeovers and game features.

Elsewhere in the matchup, a Walmart custom spot produced by NBCUniversal’s Creative Partnerships team will feature Football Night in America analysts Chris Simms and Devin McCourty as they turn to the retailer for last-minute gifting needs; and NBCUniversal’s first NFL shopping opportunity in the second quarter leading into gameplay presented by Walmart utilizing a QR code.

“We are excited to be partnering with NBCUniversal to sponsor the NFL’s first-ever commercial-free fourth quarter experience during the Peacock Holiday Exclusive match-up,” said Angela Zepeda, chief marketing officer for Hyundai Motor America.

“As the sports viewing landscape continues to evolve, we’re always looking to try new advertising formats and meet our customers where they are.” Walmart and Hyundai are major sponsors throughout the year, and Capital One is joining Saturday’s game.

“We’re so excited to team up with NBCUniversal to bring audiences this first of its kind viewing experience,” said Cynthia Epley, vp of brand media strategy and investment at Capital One.

“We know watching sports together can be an iconic tradition in households across the country, and Capital One is pleased to be a part of that this holiday season.”

“I don’t know whether it’s the Taylor Swift Effect, but the thing that’s been a nice surprise overall when we look at our ratings this year, our linear ratings are up 8% and digital is up 33% just for SNF,” said Marshall.

“But if you look at young women, 18-34, that’s up 15%. For these advertisers and sponsors, it’s actually been an interesting conversation all year of getting new audiences.”

The branded content, in partnership with NBCUniversal’s creative partnerships team, will use talent from Sunday Night Football.

Viewers can scan a QR code to head to the retailer’s holiday hub, which includes 24-hour shipping two days before Christmas.

“What we’re learning with shoppable, there’s such a tie to the IP,” said Marshall, pointing to BravoCon experiences.

“There’s such a tie to the personality and the IP that people want to get as close as possible, and I think this will be another example of using IP from our talent and our shows that will remind people, ‘Oh, I do have to shop.’”