NBCU Ramps Up Marketing Effort To Promote Winter Olympics

NBCUniversal will be kicking off its major marketing effort starting next week for its February Sochi Winter Olympics with a company-wide TV promotion.

A TV promotional “roadblock” will air on NBCUniversal’s 20 broadcast/cable networks in the 8 p.m. ET/PT hour on Oct 29. On this day, the United States Olympic Committee’ s Road to Sochi Tour in New York City’s Times Square also begins.

One of the most visible early marketing components will be the NBC Peacock on-air “bug” with the Olympic rings that will appear on NBC and other NBCU networks, including NBCSN (formerly the NBC Sports Network) up to and through the Games.

With its 20 broadcast/cable channels and  65+ Web sites, NBC says this represents 40% more media capacity than it had for the Vancouver 2010 Winter Olympics.

Another early promo effort includes on-air Olympic TV promos featuring “Revolution” actor Giancarlo Esposito narrating four Olympic spots. NBC affiliate stations -- 230 local broadcast outlets -- will begin airing locally focused Olympics spots, as well as airing local news coverage of local Olympic athletes and events in their regions.

In addition, NBCUniversal will air TV Olympic spots focused on its wide-ranging digital streaming coverage for the upcoming Sochi Games and how customers can access that content.

Comcast, NBCUniversal’s parent, will use its digital and cable access to reach its customers in over 22 million homes, distributing various Olympic-related promotional materials: direct mailings, video guides and video-on demand features. Later on, Olympic promotions will run in 14 different out-of-home networks across 18 different outlets, which NBC says will increase viewer reach by 50% versus the out-of-market delivery for the 2012 London Summer Games.

Shoppers and commuters will begin seeing NBC Olympic promotional spots via out-of-home marketing, featured in national retail stores, including Costco and Walmart, in-dining networks, New York City taxi cabs and PATH trains

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