NBCUniversal on Wednesday will mark the year-out date from the start of the '16 Rio Games by rolling out a marketing campaign to promote its coverage that includes a 60-second ad airing at 8:00pm ET "across all of its 18 networks," according to Steven Perlberg of the WALL STREET JOURNAL. The company also will "blanket all of its various websites with banner ads and promote the Olympics across its social media accounts using the hashtag #RoadToRio." The effort also will see NBCSports.com publish "various videos, graphics and stories surrounding the Olympics," including articles about U.S. swimmer Michael Phelps and Jamaican sprinter Usain Bolt. NBC flagship news programs "Today" and "Nightly News" will "both feature Rio coverage that day." NBCU also will "blast out an email reminder to its broadcast and cable affiliates and larger advertisers" (WSJ.com, 8/2). SI.com's Richard Deitsch noted with golf returning to the '16 Games, Golf Channel, a part of NBCU, "will air a live event" on "Morning Drive" on Wednesday featuring PGA Tour and LPGA players "discussing their Olympic aspirations" (SI.com, 8/2). NBC Sports Group CMO John Miller said that NBCU will do "more promotion of the Games during football games, particularly around Thanksgiving." VARIETY's Brian Steinberg notes the effort in May will "branch out across NBC and major cable networks." Viewers this week can expect to see Olympic beach balls that were sent to NBC affils "to allow local morning-news anchors to preview the segments slated to air on 'Today.'" Those TV stations also will offer "promotional announcements, editorial coverage, and social media content surrounding the Olympics" (VARIETY.com, 8/3).
