NBCU Erects 'Roadblock' To Back Winter Games

Looking to marshal a slew of assets to back its 2014 Winter Olympics, NBCUniversal will run a 60-second spot Wednesday simultaneously on nearly 19 broadcast and cable networks at 8 p.m. The promo will also air on 33 other non-NBCU channels in markets served by parent Comcast.
 
NBCU said the ad will hearken back to the excitement in the London Summer Games last year and cast ahead to the winter event in Russia next February.
 
The “one-year-out” marketing effort also includes use of the 10 owned NBC stations, NBC affiliates and regional sports networks.
 
The network will engage in experiential marketing with a “Mount Rockefeller” ski slope in the New York plaza outside the “Today” show studio. NBCU plans to use its NHL programming to generate interest in the Winter Games.
 
NBC will launch Olympic coverage next year in prime time for the first time on the night before the Opening Ceremony. Twelve events will debut at the Sochi Games with eight in freestyle skiing and snowboarding. Americans may do very well in the sports.

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