NBC and its various cable network have "aired no fewer than 3,066 in-house plugs during the first 12 days of Olympics coverage, a promotional blitz that includes 364 prime time spots," according to iSpot.tv data cited by Anthony Crupi of AD AGE. Teasers for NBC programming alone have "aired 1,490 times, of which 231, or 16%, ran in prime time." NBC's "primary focus is to psyche viewers up for the premiere of its new sci-fi drama series 'Timeless.'" A 60-second spot for the show has "aired 266 times since the Games began on August 5, appearing in everything from USA Network's presentation of the preliminary round of badminton competition to NBC's Sunday night track and field coverage." NBC is also using its Olympics coverage to show 15- and 30-second promos for "Sunday Night Football," which have "aired 263 times in NBC's Olympics coverage, with NBCSN serving as the primary vehicle." Also "reaping the benefits" of NBC's Olympics reach is the NASCAR Sprint Cup Series (157 spots) and, "somewhat paradoxically, the Games themselves (114)" (ADAGE.com, 8/18).
ALMOST A MIRROR IMAGE: In L.A., Stephen Battaglio notes despite complaints from viewers, NBC "hasn't loaded its coverage with more commercials than it carried" during the '12 London Games. Kantar Media data shows that over the first seven nights of the Rio Games, NBC's Olympic primetime coverage "contained an average of 15 minutes and 37 seconds of ad time per hour." The figure "includes local commercials and promotional announcements for other programs." By contrast, during the first seven nights of NBC's London coverage, the average "was 15 minutes and 38 seconds per hour" (L.A. TIMES, 8/19).
