NBCUniversal will use its Thursday broadcasts of "Today," the Macy's Thanksgiving Day Parade and The National Dog Show "to burnish" its broadcasts of the Sochi Games, according to Brian Steinberg of VARIETY. Viewers are "likely to see a promo featuring various Olympic athletes celebrating moments of achievement all with Katy Perry’s 'Roar' as a backdrop." NBC Sports Group CMO John Miller said that NBCU will create "close to 500 different pieces of on-air promotion, ranging from spots for its top 30 station affiliates that may play up athletes who hail from specific regions, to commercials for cable and satellite distributors who may call attention to the NBCU broadcasts to subscribers." Steinberg reports NBCU "will even craft promos for use in Walmart, at gas stations and health clubs." Miller said that Perry's song "helps convey the feelings athletes feel when they achieve a victory or personal milestone." He added that NBCU will have "exclusive license to use the song for commercial purposes through the end of the year ... with an option to renew if there's a need." Steinberg noted NBCU "first started putting the Sochi Games in the spotlight" on Oct. 29, when viewers began seeing "a greater presence accorded to an on-screen insignia that pairs the company's famous Peacock with the iconic Olympic rings" (
VARIETY.com, 11/27).
