The Business of Bravo How Brands Tap into the Bravoverse - Full without Trailer
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00:00And here's a shot of Dorit with a few hundred of her new friends at BravoCon.
00:05I can tell you, BravoCon is team coverage time for a variety.
00:09We get together, we have teams on the ground, we have a social team ready to jump.
00:13It is really, it is truly, you know, that thing that has transcended.
00:18Let's talk about how, so BravoCon is the place where you bring together so much the IRL stuff
00:24that, you know, you can be there and fans can really engage.
00:28But, of course, Allison, in your world, you are taking the BravoCon, the incredible amount
00:34of programming activity, the fandom, the engagement, and taking that into a system that is social
00:40and digital and, of course, brand sponsorships.
00:43And one of the great things about Bravo, you just so effortlessly can work in brands because
00:48you're writing about people that interact, you know, you're, excuse me, you're covering
00:52worlds and subcultures that just so naturally interact with brands.
00:57Can you talk about sort of how you are taking it, you know, you are very much not a linear
01:02channel, solely a linear channel anymore.
01:05How is that flywheel helping you?
01:08Yeah, I mean, and you saw this here in the video, you know, for us next year is going
01:12to be NBC's 100 year anniversary and 2026 is going to be the biggest year for us ever.
01:17We have...
01:18Starting the counting with radio.
01:20Because I've had people, I've had people email me questions.
01:23Wait, how is NBC 100?
01:24So starting the counting with radio.
01:26Starting going to radio.
01:27Which counts.
01:27100 years, which totally counts.
01:29The red and blue network, if you know your radio history, where's Gail?
01:32If you know your radio history...
01:34The peacock has never looked better, as we said.
01:36And in that year, we have Milan Olympics, we have the actual Super Bowl, we have World Cup,
01:45but for me and for 34 million fans in the U.S. and then people across the country, BravoCon
01:50is actually our Super Bowl, as if every single team was playing at the same moment.
01:56Andy Cohen, MVP.
01:57A hundred percent.
01:58And so it is truly remarkable the power of that event and the fandom that happens there.
02:06Like, as I was onboarding onto NBCU, I've been here about a year and a half, I was going
02:10through, you know, a bunch of the big events and moments that we have.
02:12And one of the stats from the last BravoCon was that 80% of people said that went to
02:19BravoCon, it was the best weekend of their lives, beating their...
02:22Literally the day they got married and when they had their children.
02:25Which I was like, totally tracks.
02:27If I was there, like, that would probably be me too.
02:29I hope it was anonymous or these kids are really going to...
02:31I mean, listen, I would admit it to my two kids.
02:34And so the fandom is incredible.
02:37And so the way that brands can show up is authentic because they're so happy to be there.
02:41And it's not just fashion brands or beauty brands which are there and have incredible
02:45impact, but it's also State Farm and Wayfair because these are people that are excited to
02:52interact with them in different ways.
02:54And then it's not just about the moment, but I wasn't there and I was watching it all weekend
03:00on my phone.
03:01We have more content than ever on Peacock.
03:03And so it does exist outside of that moment as well for all of the millions of fans that
03:09want to engage in that moment.
03:10So we were so excited for it.
03:12The biggest testament to how valuable your audience is is that Bravo and NBC are...
03:18Bravo even punches, you know, punches above his weight even relative to NBC and certainly
03:23the other cable channels in the NBC universe.
03:26And we know that there is some transition there.
03:28Let me talk to Dorit about, you know, you've had everything from book opportunities to brand
03:33to partnerships to truly entrepreneurial efforts.
03:36I know one was really important to you, a little magazine called British Vogue.
03:40We have a shot.
03:41I mean, talk about a surreal moment.
03:43That is still a pinch me moment.
03:45But yes, British Vogue had reached out for an interview.
03:48And when I saw my picture in an interview in British Vogue, I thought, okay, I could die
03:53now.
03:54I mean, I feel like, yeah, check.
03:57But it really is.
03:58It's incredible, the opportunities that are afforded to us.
04:02And, you know, I feel very blessed.
04:05How do you...
04:05Can you talk about sort of on a business level, how much business you're talking about?
04:09How much...
04:10Does any of it flow through Bravo?
04:12Or are your opportunities strictly yours for Dorit to work out?
04:16There are those that come personally, and then those brand partnerships that come via NBCU
04:24that either are looking for specific talent or, you know, so we end up partnering with NBCU
04:30and a brand.
04:31But there's so many different opportunities that come, you know, from all over, really.
04:37And I would say, I mean, Dorit, her authenticity, being a mother, fans adore her, right?
04:43And so brands, from an impact perspective, aligning with somebody who their target audience
04:50looks up to, adores, is engaged with, is so powerful.
04:53So, you know, in the last year, Dorit's...
04:55Actually, probably in the last couple months, but Jeep and Raos have been, you know, programs
05:00that Dorit has helped us with, and those brands have asked to be with Dorit.
05:04And there's a lot more to come.
05:05We were just talking backstage about another big advertiser who's so excited, talking to
05:09me on the phone yesterday about working with Dorit.
05:11I had a client meeting literally just less than 24 hours ago.
05:16We were sitting at the table, and it's this macho guy talking about wanting to sponsor
05:20really big moments.
05:22And he was like, we're talking about the Super Bowl and World Cup.
05:24And I said, well, what about BravoCon?
05:26And he goes, I love Bravo.
05:27And I'm like, I'm like, I'm meeting Dorit tomorrow.
05:30He's like, are you serious?
05:31Like, his whole, you know, so it's just amazing, the impact.
05:35And they see it in the results, to your point about punching above your weight class.
05:39Like, it has the brand recognition, the purchase intent, it has a cheekiness to them that really
05:43breaks through in a way that, you know, other sponsorships maybe don't.
05:47I want to, the community is so, it can be so local.
05:50I want to throw out a shout out.
05:51Whenever Below Deck is airing, I get text, I get a stream of text messages from my sister.
05:55And we just, she's always telling me about who's doing what and keeping up with.
05:59And that is a fun thing.
06:01And it always points out to me that, like, she's so motivated that she's texting me narrating
06:08the show.
06:09So it absolutely touches a nerve.
06:11Dorit, you know, obviously, the spotlight, you said it was an adjustment for you.
06:15It's probably hard to have cameras following you.
06:18What, in your experience, in addition to the business opportunities, obviously, and the
06:22personal opportunities, what is the best thing about being on television and being able
06:26to talk to people and just kind of show your life in a way where you really kind of grow
06:31with fans?
06:31I mean, they follow you beat by beat.
06:34They really do.
06:35I mean, I've just finished eight seasons on Housewives.
06:38And, you know, my youngest, thank you, my youngest was a newborn.
06:43And now she just turned nine years old.
06:45You know, my son is 11.
06:47It's incredible, especially in places like BravoCon, you get a rare moment where you get
06:52to be face-to-face with the fans.
06:54And the energy is electric.
06:57I mean, it's wild.
06:59You know, you saw the video, but being there and especially seeing the fans so excited,
07:06and it means so much to them.
07:08And truly, by the way, I had heard from just about everyone that it's the best weekend
07:12of their lives.
07:13So that wasn't even a rare occurrence.
07:15And I can see and understand why.
07:17And I think one of the beautiful things about RHOBH and a lot of the Housewives or reality
07:22shows is that, you know, it's very relatable.
07:25So the fans, it's aspirational, yes, especially, you know, Beverly Hills.
07:30You've got the glitz and the glamour and the fashion.
07:33But really, you know, we share our lives.
07:36The trials, the tribulations, the ups, the downs, that's what we sign up for.
07:40That's what we do.
07:41We put ourselves out there.
07:42And I think that resonates with the audience in particular because it's relatable, you know.
07:47And at the end of the day, we are just like everybody else, you know.
07:50So I think that's what fans like.
07:53And I think that's what's great, you know, for me to do the show.
07:56It's almost cathartic, you know, because once you have the adjustment that I had, and most
08:01people don't, you know, they can do it.
08:04But it's, you know, I don't think about the cameras.
08:06I am just being.
08:09But it's a truly extraordinary experience.
08:11Gotcha.
08:12Allison, in our waning moments here, what's next?
08:15Where do you think, where is the parameters of the Bravo brand?
08:19Where can you go next?
08:20I mean, for us, again, it's really these 360 moments.
08:23And, you know, we had a client the other day that said, I want to start maybe with social,
08:28right, as the first way in and then expand there.
08:31This fandom is real.
08:33We've seen more brands than ever want to partner with it because in the world we live
08:38in, getting reach quickly and deep engagement is harder than ever, right?
08:44Yet Bravo has been able to accume reach and passion, I think, in a way that you just don't
08:50see in other places, maybe even outside of sports.
08:52So it is truly remarkable.
08:54Well, thank you both for coming in and sharing this with us.
08:56Really appreciate it.