NBC will be using its allotted promo time during Sunday's telecast of Super Bowl LVI to "expose audiences to its current and upcoming midseason shows," but the net will face a unique challenge this year because it "won't be able to debut any of those entertainment shows until after" the Beijing Games conclude on Feb. 20, according to Jason Lynch of ADWEEK. As a result, NBCUniversal is "focusing on promos that will run not just on Super Bowl Sunday, but across the entire run of the Winter Olympics, and help continue the momentum that should put it in position to win the season in adults 18-49 for the first time since the 2018-19 season." NBCUniversal TV & Streaming Entertainment Networks Chair Frances Berwick said that the net's biggest promo priorities "will include its upcoming revival" of the original "Law & Order." The company will also promote new heist drama "The Endgame," the Renee Zellweger-led limited series "The Thing About Pam" and eight-week live music competition "American Song Contest." The net also will highlight new comedies "Grand Crew" and "American Auto." Additionally, there will be promos for "The Courtship," a "Pride and Prejudice-style dating series" originally developed for Peacock, and "America's Got Talent: Extreme." Berwick said that she is "not frustrated by the delay in audience sampling post-Super Bowl." Having both the Beijing Games and Super Bowl on the very same day has "enabled the company to tout Feb. 13 as both 'Super Gold Sunday' and 'Once in a Lifetime.'" It will be the company's "biggest single-day ad revenue haul ever" (ADWEEK.com, 2/11).
