Peacock Tries to Swipe Viewers of CBS’ ‘Yellowstone’ Repeats
variety.comBrian Steinberg Senior TV Editor Viewers who tuned in to watch repeats of “Yellowstone” on CBS Sunday night got something they might not have expected — two commercials telling them to watch the show somewhere else.
CBS sold national ad time during the program to rival NBCUniversal, which ran a spot highlighting the availability of the Western-themed drama series on its Peacock streaming hub. “Peacock has all episodes of ‘Yellowstone,’” the commercial says via graphics that appear over scenes from the program. “Stream every season now.” Peacock has streaming rights to the program, even though it’s produced by CBS parent Paramount Global, which first airs the series on its TV networks. “This is a declaration of war,” says one “Yellowstone” character at the end of the spot.
The advertising arrangement shows just how much the advent of streaming has changed relationships between fierce rivals like NBC and CBS.
Paramount Global generates revenue from the sale of “Yellowstone” rights to Peacock, and from the Peacock commercial — even if NBC is trying to dip into CBS’ pool of viewers to bring new audiences to the show.
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