Snapchat on Friday reached a deal with NBC to show highlights from the Rio Games, marking the "first time the U.S. network has agreed to share video of the sporting contest," according to Sarah Frier of BLOOMBERG NEWS. Snapchat will "set up a dedicated channel" on its mobile app. BuzzFeed will "curate short clips and behind-the-scenes content into a Discover channel on the app" for two weeks, while Snapchat "creates daily 'live stories' using content from NBC, athletes and sports fans at the scene." NBC Olympics President Gary Zenkel said Snapchat "really effectively reaches a very important demographic in the United States, and is very important to our efforts to assemble the large, massive audience that will show up to watch the Olympic Games.” Frier noted NBC is betting that the app’s younger audience "will grow interested in athletes’ stories and triumphs through the app, then follow their on-field exploits on television or NBC’s website." The deal "covers only the U.S." Snapchat "isn't paying for access." Instead, the companies "will share revenue from advertisements paired with the content, which NBC will take the lead in selling." The content BuzzFeed creates "won't be exclusive to Snapchat." Zenkel said that NBC is "also working to strike similar deals" with Facebook and Twitter (
BLOOMBERG NEWS, 4/30). In DC, Nick Martin noted this is the first time NBC "will share footage" with a rising social media player "since assuming the rights to air Summer Olympics coverage" in '88 (
WASHINGTON POST, 4/30). The FINANCIAL TIMES' Kuchler & Bond reported NBC and Snapchat will "share revenue from advertisements placed within the stories but the revenue split is unknown." NBC will "lead the sales efforts for the adverts, with assistance from Snapchat." The social media outlet will "be able to show NBC's brand marks and logos" (
FT.com, 4/29).
