The Business of Bravo How Brands Tap into the Bravoverse - Full without Trailer - video Dailymotion

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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.

The Business of Bravo How Brands Tap into the Bravoverse - Full without Trailer

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