NBC Buys Promoted Trend Tweets To Hype Canada-U.S. Hockey
NBC bought Twitter's "prominently featured" Promoted Trend ad to alert users about Friday's Canada-U.S. Olympic men's hockey semifinal game. The ad unit "costs north of $200,000 a day as a continent-wide purchase." The outlet "has failed to buy Promoted Tweets around seemingly low-hanging Twitter terms such as #USAvsCanada, #BeatCanada or #hockey." Instead, NBC marketers have purchased ads around "two clunky search (terms) – 'USA Hockey Team Olympics' and 'Canada Hockey Team Olympics' – that aren't nearly as likely to get in front of viewers" (ADWEEK.com, 2/21).