Post-Comcast deal, Peacock has more promotional firepower

Get ready for the Peacock to start plastering promos for the Winter Olympics across your screens.

Oct. 29 brings the 100-days-to-go milespost on NBC’s road to the Feb. 6 start of the Olympics in Sochi, Russia. To mark that moment, the network will officially launch what it’s calling a 20-channel “promotional roadblock” at 8 p.m. Eastern/Pacific that night.

Among other things, you’ll start to see the NBC Peacock bug with Olympic rings appearing with greater and greater frequency across NBC and the other NBCUniversal networks. In addition, four Olympic spots that speak to the human spirit and narrated by “Revolution” star Giancarlo Eposito will run numerous times across multiple platforms, while other spots will spotlight NBCU’s digital streaming coverage.

NBCU will also team with its more than 230 local broadcast affiliates for targeted spots about Olympic athletes in specific regions, and shoppers and commuters will see NBC Olympic spots everywhere from Costco and Walmart to New York City taxicabs.

The next big push for the Olympics will take place in January, approximately 3 1/2 weeks before the Games begin, with Olympic promotional ads prioritized across 18 cable channels.

This will be the first Winter Olympics for NBC since the Comcast deal was completed in 2011, giving NBCU 40% more capacity to promote the games. A total of 20 channels and 65 websites are at NBCU’s disposal.

The Sochi games will begin Feb. 6 with competition in men’s and women’s snowboard slopestyle (featuring two-time Olympic gold medalist Shaun White), women’s freestyle moguls and the Olympic debut of team figure skating. The Opening Ceremony will take place the following night. This will be the first time NBC airs primetime Olympics coverage the night before the Opening Ceremony.

Talk of a boycott of the Sochi games over anti-gay legislation in Russia seems to have died down in recent weeks, but as the date draws closer and NBC draws more attention to the event, the controversy has a good chance of reviving.

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