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NBC Will Replace Ads With Content Paid for by American Express

  • More scenes, interviews will air instead of 30-second spots
  • Advertising deal shows how NBC, BuzzFeed plan to work together

Comcast Corp.’s NBCUniversal will replace advertising on some shows next week with content paid for by American Express Co., another sign of how programmers are testing new strategies as consumers become less tolerant of 30-second commercials.

On Feb. 29, NBC will replace ads on shows like “Blindspot,” “The Voice,” and “Late Night with Seth Meyers” with the content sponsored by the credit card company, NBC said in a statement. That will include extra scenes and interviews with stars from the shows with the American Express brand mentioned before and after each segment.