For the first time in the history of the Summer Games, every Olympic and Paralympic event will be streaming live and on-demand on Peacock, with more programming hours on the NBC broadcast network than any previous games.
“With something like Peacock in Tokyo, we were just getting started. Now we can bring every event live and on demand, so you can expect significant growth in our Peacock audiences for the Olympics,” said Lovinger, noting that the company has seen double-digit growth in viewership in other sports when fans returned to the stands for the first time.
“This is the Olympics first post-pandemic coming out party,” Lovinger said.
New marketing approaches
Following three straight games taking place in Asia, Paris is giving NBCUniversal an opportunity “like we haven’t had before,” according to Jenny Storms, the company’s CMO of sports and entertainment.
“We ripped up the playbook and we started over,” Storms said. “The Paris element, and that visual opportunity of these events juxtaposed against an Eiffel Tower, it allows us to do so much more and bring it to life.”
Storms is approaching the Olympics with a three-pronged strategy: driving relevance, athlete storytelling and bringing content to life outside of the Olympics. And that strategy is already manifesting itself in creating brand relevance around campaigns with Paris Hilton, Dolly Parton and Peyton Manning.
“We’ve seen greater awareness, greater intent-to-view than we ever have before,” said Storms. “We know that all of this is resonating.”
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