Match Group and NBCUniversal’s Peacock Strike Ad Deal

NBCUniversal’s Peacock has struck a deal with dating app company Match Group to offer a three-month free subscription of its streaming service to users of the company’s popular dating apps.

The theme of the new campaign is “find someone to get streamy with,” according to the joint announcement.

The companies kicked off the campaign on June 22nd according to The Hollywood Reporter, and the offer will be extended to users of all of Match Group’s apps, including Tinder, Hinge, OkCupid, BLK and Plenty of Fish.

According to the announcement, the campaign will include “editorial content” and “experiential events” that are tied to Peacock programming, such as the upcoming Women’s World Cup and Big Ten football games. Match Group app members who participate will be eligible for additional offers and promotions from Peacock for the duration of the campaign, but the 3-month subscription is available now.

“A favorite TV show or movie is an important connecting passion point when it comes to singles uncovering a reason to bond,” Peter Foster, Match Group’s general manager of global advertising and brand solutions, told The Hollywood Reporter. “We are the perfect platform for Peacock to reach their core consumers while they are in the discovery mindset.”

This is not the first ad partnership for the two brands. In recent months, the two teamed up for a Halloween-themed date night for Tinder users timed to the season two premiere of Bel-Air and the release of The Best Man: Final Chapters, according to the Hollywood Reporter.

Peacock is promoting its service to appeal to a younger and more casual audience than Hulu users, and marketing to dating app users is a good strategy (especially with Tinder, where Gen Z makes up the majority of its user base). In 2022, Peacock reached 20 million paid subscribers.

In recent months Peacock ended its free service and requires all viewers to pay a subscription, starting at $4.99 if you don’t mind seeing ads while watching your favorite shows. Peacock offers ad-free subscriptions as well for a higher price point.

“Peacock and Match Group are two fun and relevant brands that millions of people have come to rely upon whether to be entertained, informed or to find love,” said Michael Srour, Senior Vice President, Partner Marketing, Peacock, in the joint release. “We hope to bring Match Group’s users together through engaging content using the rich characters and storylines of Peacock.”.