Video: Versant promotes portfolio with “One Portfolio for Every American” brand campaign

Versant has launched a social-first brand spot highlighting how its news, sports and entertainment properties fit into the daily routines of U.S. audiences.

Titled “One Portfolio for Every American,” the video features programming and coverage from brands including CNBC, Golf Channel, MS NOW, Oxygen and USA Network. The campaign was released ahead of the Fourth of July weekend on Instagram and X.

“No matter where you live, we meet you where you are,” the spot said. “We keep you informed.”

The video follows audiences through a day of programming, from “Morning Joe” and CNBC’s financial coverage to true-crime programming on Oxygen, WNBA games on USA Network and golf coverage on Golf Channel.

“We bring clarity to the stories shaping markets,” the spot said.

Versant said its brands generated 12.1 billion hours watched during the past year. An average of 60 million households watched the company’s brands each month, according to Nielsen data provided by Versant.

The company also cited recent audience results across several of its networks. CNBC recorded its most-watched day among total viewers in five years on the day of the SpaceX IPO and ranked as the third-most-watched cable network among adults ages 25-54 during market hours, according to Versant.

MS NOW reached 31 million viewers weekly and recorded double-digit year-over-year growth. Those viewers watched an average of nine hours per week, which Versant said represented the second-highest engagement level among cable networks across all genres.

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“We bring entertainment no matter who’s sitting on the couch,” the spot said. “We unite around greatness that inspires.”

Golf Channel drew its largest audience for The Players Championship in two decades. Versant also reported that 13.5 million unique viewers watched “Live From the Masters” studio coverage during Masters week.

The Tempo-Fever WNBA game on USA Network averaged 1 million viewers, making it the season’s most-watched matchup on cable and streaming, according to the company.

“We celebrate these special moments together,” the spot said before closing with the line, “One portfolio for every American.”