NBC Kicks Off Massive Football Promo Campaign

Mediaweek, Tuesday, July 31, 2007 10:33 AM
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NBC has kicked off a major promotional campaign for its "Sunday Night Football," with commercials from four seconds to two minutes on traditional media and also on TV monitors in taxis, theater lobbies, retail store TVs, airline flight screens and stadiums. Tagged "Sunday Night is Football Night," the promos feature announcers Al Michaels and John Madden, along with players like Reggie Bush, Peyton Manning and Michael Strahan.

The Peacock Network began a teaser campaign as early as its Kentucky Derby telecast in May and has since run them on major sporting events. But the movie theater and gas-station pump monitors, along with the stadium spots, will all be used for the first time. Mike McCarley, vice president of strategic marketing and communications for NBC Universal Sports & Olympics, says the spots will air on monitors inside 6,500 taxi cabs and on screens in 29 professional sports stadiums around the country.

He expects the gas-station monitors will provide 5 million impressions in August, while the cabs will reach 13.6 million riders. The retail store monitors in 6,000 Circuit City, Best Buy and Wal Mart stores should reach 250 million customers.

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