This page provides deadlines for creative assets to be received by NBCU’s Ad Operations team in order for them to air as planned.
NBCUniversal recommends all clients register with AD-ID and assign a valid AD-ID code to each creative prior to submission of advertising creatives. NBCU provides support in the onboarding process.
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There is an 11-character limit for all AD-IDs.
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High Definition (HD) creative includes a 12th character, an H at the end of the code.
Questions?
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Contact AD-ID Client Success at cs@ad-id.org or call (646) 259-4171
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For information on AD-ID, please visit http://www.ad-id.org/
Regular creative deadlines / SLAs
The following table assumes all creatives/tags are up to spec and don’t require revisions.
|
Launching |
Assets needed by |
|---|---|
|
Saturday / Sunday / Monday |
Previous Wednesday at 3PM ET |
|
Tuesday |
Previous Thursday at 3PM ET |
|
Wednesday |
Previous Friday at 3PM ET |
|
Thursday |
Previous Monday at 3PM ET |
|
Friday |
Previous Tuesday at 3PM ET |
For livestream, creative is due 5 business days prior to launch.
Holidays 2025/New Year 2026
|
Launching |
Assets needed by |
|---|---|
|
Wednesday 12/24 - Friday 12/26 |
Wednesday 12/10 |
|
Wednesday 12/31 – Friday 1/2/2026 |
Friday 12/12 |
Holidays 2026
The following table assumes all creatives/tags are up to spec and don’t require revisions.
|
Holiday 2026 |
Launching |
Assets needed by |
|---|---|---|
|
MLK |
Monday, 1/19 |
Wednesday, 1/14 |
|
Presidents' Day |
Monday, 2/16 |
Wednesday, 2/11 |
|
Memorial Day |
Saturday, 5/23 – Tuesday, 5/26 |
Friday, 5/15 |
|
Juneteenth |
Friday, 6/19 |
Friday, 6/12 |
|
July 4th |
Thursday, 7/2 – Saturday, 7/4 |
Thursday, 6/18 |
|
Labor Day |
Saturday, 9/5 – Tuesday, 9/8 |
Monday, 8/31 |
|
Thanksgiving |
Thursday, 11/26 – Monday, 11/30 |
Thursday, 11/12 |
|
Christmas |
Thursday, 12/24 – Saturday, 12/26 |
Thursday, 12/10 |
|
New Year 2027 |
Thursday, 12/31 – Saturday, 1/2/2027 |
Monday, 12/14 |
Start of quarter creative deadlines 2026
The following table assumes all creatives/tags are up to spec and don’t require revisions.
|
Quarter |
Launching |
Assets needed by |
|---|---|---|
|
Q2 2026 |
Wednesday, 4/1 |
Friday, 3/13 |
|
Q3 2026 |
Wednesday, 7/1 |
Friday, 6/12 |
|
Q4 2026 |
Monday, 9/21 Thursday, 10/1 |
Monday, 9/7 Monday, 9/14 |