NBCU ad chief blasts Google and Facebook

Things are getting more than a little testy in TV land.

On the first day of advertising upfronts on Monday, NBC­Universal executives — who would usually stick to the script and pitch their fall lineups — made a detour and took a whack at Google and Facebook, their digital rivals for ad bucks.

No wonder.

This is the first year that TV players are pitching for a share of the $83 billion digital advertising pie — in addition to trying to ward off the two tech rivals that are looking to grab some of the $72.7 billion in TV ad money.

It should make for an interesting five days. Fox presented its slate to advertising later on Monday — and CBS, ABC and the CW will follow later this week. Each will try to win around 75 percent of annual ad commitments .

NBCU, first out of the box, tried to seal the deal with the usual star-studded sizzle reel of what’s coming on cable — introducing Kim and Khloé Kardashian, Kate del Castillo and Andy Cohen, who will front shows this fall.

Linda Yaccarino, NBCU’s top ad sales exec, in charge of booking some $15 billion in annual TV revenue, swung out at Silicon Valley rivals and their ad-placing algorithms.

“An algorithm,” she said, standing on the stage inside Radio City Music Hall in Manhattan. “Would it ever take a chance on a rookie show like ‘This is Us?’ ”

Further taunting NBCU’s digital rivals, Yaccarino said, “We don’t get to grade our own homework,” a less than veiled reference to the tech firms’ lack of third-party measurement verification.

And then: “Has a ‘like’ ever walked into a store?” Yaccarino asked.

Notably, NBC — which is featuring a rebooted Will & Grace in its new season — did not show a grid of its TV schedule or discuss “schedule flow.” Its entertainment chair, Bob Greenblatt, didn’t even appear on stage.

While Yaccarino blasted digital media giants, she also was sure to underscore NBC’s own internet investments, including Snapchat and BuzzFeed.

Still, Ben Winkler, the chief investment officer at ad agency OMD, told The Post that NBCU appeared to be missing an explanation about how to compare the value of digital versus TV.

“Is a 10-second vertical on Snapchat as good as a horizontal sport on ‘This is Us?’ ” he asked. “The apples-to-apples measurement isn’t quite there, and I’m not sure everyone wants it to be.”

Yaccarino said that a major advertiser told her she had the easiest job in the world, given that TV offers “brand safety.”

“Brand safety is a really low bar and some companies can’t even do that,” she said.

Google got into hot water in recent months for placing ads on its YouTube service next to videos promoting hate speech and terrorist groups.

“I’m surprised just how hard NBC hit on the brand safety issue, because it is simply a given with network TV,” Winkler said. “I saw a lot of blood and guts and skin in those trailers. I guess as long as it’s premium blood and guts, it’s OK.”