• by Wayne Friedman , April 17, 2012

NBC is starting up a massive London Summer Olympics marketing campaign – but the best marketing may come from the network who will now digitally stream all competition from the event’s 32 sports.

Last time around for the Vancouver Olympics in 2010 NBC only streamed two events – hockey and curling – because it feared too much live streaming would affect traditional TV ratings.

NBC has reversed its policy, according to a story in the New York Times, because executives now believe TV consumers consume video differently -- that it won’t cannibalize traditional TV viewing.

In fact, it may help it.

Rick Cordella, vice president and general manager of NBC Sports Digital Media, told The Times, “Anytime you have a great event that happens before it shows on the air, it increases ratings and generates buzz.”