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Super Bowl Ads: NBC Turns to Tumblr to Post Spots After They Air on TV

NBC Sports has launched a new Super Bowl page on Yahoo’s Tumblr that the programmer will use to feature Super Bowl XLIX’s TV ads immediately after they air on NBC on Sunday, Feb. 1.

The new NBC Sports Tumblr page, accessible via NBCSports.com/Ads, will be populated with original content ahead of Super Bowl Sunday created by the NBC Sports’ marketing media team, as well as from re-blogging NFL-related Tumblr posts. On game day, the page will convert into a hub for Super Bowl TV ads.

Marketers that have signed on to advertise in Super Bowl XLIX — for which NBC has sought between $4.4 million and $4.5 million per spot — include perennial sponsors Anheuser-Busch, which plans to run seven 30-second ads, and Pepsi, which is sponsoring the halftime show with Katy Perry and has bought ad time for its Doritos brand. Other advertisers in the mix include Coca-Cola, Toyota, Lexus, Nationwide Insurance, GoDaddy and Mercedes-Benz.

NBC Sports Live Extra, which is live-streaming Super Bowl XLIX for free to desktops and tablets as part of an 11-hour block of programming, will link to the Tumblr page so viewers watching the stream can see the ads on-demand moments after they air on TV. The Peacock’s live stream of the game — pitting the New England Patriots against the Seattle Seahawks — will have a separate commercial load from the linear TV broadcast, although some ads will be the same.

This year’s Super Bowl ads also will be available on YouTube’s AdBlitz channel as well as on Hulu.

“Tumblr is a visually-rich, social-friendly platform that is perfect to showcase the Super Bowl TV ads,” Rick Cordella, senior VP and g.m. of digital media for NBC Sports Group. “We are optimistic this experience will be the first step in creating a more robust NBC Sports destination on Tumblr.”

NBC Sports Digital created a similar page, Super Bowl Ad Blitz, for its 2012 broadcast of Super Bowl XLVI. Over all, 1.83 million ads were watched via video-on-demand.

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