When it comes to sports broadcasts, NBCUniversal has a singular goal: The company wants to push even those advertisers who might not typically rush to football, hockey or Nascar to get into the gam…
When it comes to sports broadcasts, NBCUniversal has a singular goal: The company wants to push even those advertisers who might not typically rush to football, hockey or Nascar to get into the game.
NBCUniversal commissioned a survey of more than 2300 people by Tapestry Research, a company that often helps media outlets understand sociological trends. The research found that more than 76% of respondents felt they weren’t themselves without live sports to focus on and, in addition, that 78% of people felt brands that advertised in sports were an important part of the overall experience.
Sports sales are often some of TV’s easiest to make, but Lovinger and his staff have been enmeshed for months in helping NBC Sports clients. “We have had to unwind all our business, and now we are in the process of rewriting it as sports have come back online.” Like its rivals Fox Corp., ViacomCBS, Walt Disney and WarnerMedia, NBCU has hundreds of hours of sports to sell. But NBCU has something those competitors do not – an entire Olympics to re-book NBCU had locked more than $1.25 billion in advance sales for the 2020 Tokyo Games, and now, says Lovinger, faces the task of re-selling inventory for it, as well as securing interest in the Beijing Winter Olympics in 2022 and Super Bowl LVI that same year.
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