NBC "will kick off its Olympic marketing efforts" for the '12 London Games today with a 60-second promo that will "run across all of NBC's TV channels," according to John Ourand in this week's SPORTSBUSINESS JOURNAL. The "'roadblock' will occur via all 20 NBC Universal channels, plus its regional sports networks, at 8 p.m. -- exactly one year from the start" of the London Games. The ad "will not focus on athletes," but instead will "promote an event that brings the world together." At the end of the ad, NBC "will highlight that it is the Olympic home through the 2020 Games." The "push is similar to one NBC undertook in 2007, 12 months ahead of the Beijing Games." NBC "will next roll out campaigns around the Macy's parade on Thanksgiving" (
SPORTSBUSINESS JOURNAL, 7/25 issue). MULTICHANNEL NEWS' Mike Reynolds notes NBC, Telemundo, USA, CNBC, E!, Versus, MSNBC, Golf Channel, Syfy and mun2 will all air the ad. NBCUniversal Television Group CMO John Miller said that the spot also will air on 11 RSNs, "some of which may run 30-second versions." Comcast Spotlight "also will help sound the impending Olympic arrival by running the promo on cross-channel avails on top cable networks, including Fox News Channel, TNT, History and MTV, during the 8 p.m. hour." In total, "the spot will run on 33 networks during that span." NBCU's "stable of sports and non-sports websites will carry banner ads saluting the occasion; many of those will also feature editorial content, as will NBCU corporate sites." NBCOlympics.com "will sport a running countdown clock and Game-related content," and the NBC Experience store "will host Olympic athletes" (
MULTICHANNEL NEWS, 7/25 issue).
NO HOMETOWN BONUS? In London, Jacquelin Magnay reported the BBC is "expecting more than three quarters of the UK population to tune into their extensive coverage" of the London Games. BBC London 2012 Dir Roger Mosey said that the net "expected viewing figures to be on par with recent Olympic Games, even though these Games are to be held locally." Mosey said that 75% of U.K. viewers "watched the Beijing Olympics despite time zone issues" and 80% watched the '04 Athens Games, "which were held in a similar time zone." Mosey added that the most interest in the Games currently is "not from London or the South East but from Northern Ireland, a fact attributed to that region's younger audience." Mosey said that the "main BBC coverage would be on BBC1 and that all competition would be shown live through 24 dedicated internet channels" (TELEGRAPH.co.uk, 7/25). The GUARDIAN's John Plunkett reported the BBC has "launched an online guide to help people plan their viewing, highlighting 'ones to watch' and 'medal events'" (GUARDIAN.co.uk, 7/25).
MAKING THE TEAM: Canada's Olympic Broadcast Media Consortium yesterday announced its initial broadcast team for the '12 London Games. Olympic host Brian Williams will continue in that role, with RDS' Chantal Machabee, V's Jean Page, TSN's Darren Dutchysen and Rogers Sportsnet's Brad Fay hosting the primetime slots on their channels. The COBMC team also features several Canadian Olympians, including Gold Medal-winning freestyle skier Alexandre Bilodeau, who will serve as a collaborator for the Opening Ceremony on RDS (COBMC).
