NBCU To Provide Affils With Promotional Spots For Olympics Sales
NBC Universal, as part of a multi-tiered promotional strategy to "encourage viewership" of the Beijing Games, will try to "boost local ad sales for the Summer Olympics in 20 markets by providing affiliates with promotional spots featuring participants from their area," according to Linda Haugsted of MULTICHANNEL NEWS. The locally-tied spots will appear in markets such as Seattle (pole vaulter Brad Walker), L.A. (volleyball players Misty May-Treanor and Kerri Walsh) and Cleveland (gymnast Paul Hamm). NBCU Senior VP/Marketing & Sales Strategy, TV Networks Distribution Brian Hunt said that other markets will "get generic spots designed for tagging by local advertisers." Other components of NBC's strategy include "HD subscription retention and sales, related [VOD] and broadband content and interactive fare." Haugsted notes cable systems already are "deep into their Olympics sales season." Hunt said that "more than 150 affiliates and their advertisers qualified for a trip earlier this month to the Broadmoor resort" in Colorado Springs to "visit the U.S. training camp and meet with athletes." Hunt said that the incentive was "designed to promote the sale of large Olympics ad packages." Haugsted notes NBCU will treat the Olympics as a "time when consumers mull HDTV purchases," and affiliates will be "provided with on-air, direct mail and bill stuffers to promote HDTV sales, as well as material designed to retain current [HD] subscribers" (MULTICHANNEL NEWS, 6/16 issue).
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