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Live Sports Advertising Edges Toward Agentic Automation: NBCU’s Ryan McConville – Beet.TV
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Live Sports Advertising Edges Toward Agentic Automation: NBCU’s Ryan McConville – Beet.TV
LAS VEGAS – At CES 2026, Comcast’s NBCUniversal rolled out an idea that sounds futuristic but solves an old headache: buying live sports ads without losing your sanity. Ryan McConville, chief product officer and EVP of ad products at NBCUniversal, said the company is testing agentic AI to automate live sports buying across streaming and linear TV. That second part matters more than most people admit. Linear TV still eats most of the pie Despite …
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