SBJ/April 16-22, 2012/Media

NBC’s Olympic promos will cover 20 channels, 66 websites

With Comcast’s assets at its disposal, NBC Sports this week plans to roll out its most robust and comprehensive Olympic promotional push.

The company plans to feature 30-second advertisements across 20 channels and 66 websites over the last 100 days leading up to the London Games. The promotional efforts will kick off Wednesday with a spot featuring 16-year-old swimmer Missy Franklin during the “Today” show.

The Franklin spot will be complemented by a 100-days-out spot that reminds viewers that “the world comes together in London” soon, said John Miller, head of NBC Sports Agency, which handles marketing and branding for NBC Universal’s sports division. The other major piece of creative that will begin airing this week is a spot that integrates top advertiser General Motors into 30 memorable moments from past Olympics. Viewers will be encouraged to vote for their favorite moment online at NBCOlympics.com.

For the first time in NBC’s Olympic history, spots will run on Comcast-owned cable channels such as E! and Style. They also will run in the homes of Comcast subscribers, and customized ads will air on NBC affiliates.

NBC Sports will supplement its TV ad campaign with signage at NBC Universal theme parks and advertising at gas stations, Best Buy stores and with American Airlines.

“There’s an awful lot of hyperbole that goes around these things, but this particular time it’s the biggest Olympic campaign we’ve ever had, mostly because our company is bigger,” Miller said. “We’re not taking any chances. We want to make sure these Games are in the top tier and well-watched.”

Miller said the focus of the spots is on reminding people who watched the Beijing and Vancouver Games that the London Olympics are on the horizon. NBC’s research shows that those viewers enjoyed watching those Games and are more inclined to watch this summer’s Olympics.

As summer begins, the advertising campaign will shift its focus from the previous Olympics to the stars NBC plans to showcase this summer. Spots will highlight top athletes such as swimmer Michael Phelps, beach volleyball player Kerri Walsh and gymnast Jordyn Wieber.

U.S. Olympic Committee sponsors Coca-Cola, Anheuser-Busch and BMW also will be featured in sponsor-integrated spots. Coke’s spots will feature conversations with Olympic hopefuls; Anheuser-Busch’s will feature youthful music; and BMW’s will feature footage of top athletes.
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