A City People Love
An iconic and beautiful backdrop for big Olympic moments.
TOP REASONS TO BE EXCITED
Fans Back in the Stands
Back to memorable and heartfelt in-person family and fan moments.
THE GO-TO MASS AUDIENCE EVENT
OLYMPIC ADS CREATE IMPACT
Message memorability vs prior year brand norm
BEST Storytelling When and Where Consumers Want
Live action throughout the day, and a Primetime show with enhanced storytelling.
Peacock to stream every event LIVE and offer unique shows.
Digital partners will expand beyond highlights.
TRACK & FIELD
Go-To Mass Audience Event: Nielsen, Adobe Analytics 2021 – 4Q22, P2+
Olympic Ad Impact: MarketCast TVBE, Tokyo Olympics, NBC Prime vs Prior Year Broadcast/Cable norm, P18-49
PARTNER WITH US
JUL 26 - AUG 11
AUG 28 - SEP 8
Source: Nielsen, P2+ LS data; Reach based on Nielsen TAR, vs competitive networks/streamers via Nielsen, 3Q21, 1 min qual; NBCU/Ipsos Paris One Year Out Study, May-June 2023 wave, base: T2B fandom, top 2 box agree
February 2024 Edition
Click here to set up a
meeting to learn more!
Big Events Are Getting Bigger and
From sports to entertainment,
live events are seeing
INSIGHTS BY MOnTH
Event is Coming in 2024
From sports to entertainment, live events are seeing record viewership
viewers NBCU reached in the last Summer Games in just 17 days
Track & Field
reach consumers at scale in Q3
Olympics Will Be the Only Place to Quickly
It would take all of Q3 to reach a similar level of scale across top networks and streamers
Super Bowl Ever
for the Paris Games
Intend to Watch
Casual Olympic Fans
55% of US
Follow us on social
In The Headlines
NBCUniversal 'Pacing Well Ahead' of Olympics in Tokyo for Paris 2024 Ad Sales
NBCU Sees Early Strength In Paris 2024 Olympic Advertising Sales
More than a year out, NBCU’s 2024 Olympics ad sales are “pacing well ahead” of last Summer Games
Showcase your brand’s message within NBC’s historic Opening Ceremony coverage with 10,000+ athletes arriving via boats on the Seine River
Strengthen your brand’s connection to a particular Olympic athlete or sport within NBC’s coverage.
or Sport Amplification
Position your brand
adjacent to NBC’s Olympic competition coverage through various unique
ad positions that air
across all screens
Unique Ad Positions
Create impact for your brand through different streaming and social opportunities surrounding the Paris Games
Digital & Social Integrations
NBC and the USOPP have developed a unique opportunity that combines the intellectual property rights of Team USA and NBC’s Olympic and Paralympic media coverage in one partnership.
OF Team USA
Having a Moment
February 2023 Edition
Higher compared to
2021 vs. 2022
Growth Driven By Streaming Success of Sports Tentpoles
Most-Streamed Super Bowl Ever
Biggest Olympics Live Streaming Audience Ever
Significant Shift to Streaming (30% of Total Audience, +3.3X 2018)
Paris to Deliver Massive Streaming Consumption
3X Streaming MINUTES
Paris Projected vs. Tokyo
Impact with Multiplatform
Allowing Advertisers to Reach Hard to
Tokyo vs. Prior Year Norm
Prior Year Norm
Linear + Streaming
TRACK & FIELD
Don’t Miss Paris
Streaming every event, regardless of cable subscription
Daily show highlighting most compelling live competition
Olympic-themed shows with marquee talent
Peacock Growth: appfigures.com
Peacock Highlights: Adobe Analytics, internal PAVO
Peacock Viewers: comScore VMX, YouGov Profiles, MRI, 4Q22
Message Memorability: MarketCast TVBE, Tokyo Olympics, ELTV NBCU, P18-49
The Olympics offers
the BEST stage for…
MARCH 2023 Edition
in FEMALE REACH
Sports in Primetime
of NBC Olympic coverage is dedicated to women
Watching the Women of Team USA Succeed and Drive Brand Impact
Three straight Games where the women outnumber the men for Team USA
The Biggest Storylines in Women’s Sports heading into Paris
will be pushed in
Paris… will she continue to dominate?
could be the first athlete to win both the 400M flat and 400M hurdles
Female legends looking to return -
MULTIPLE GOLD &
Fans at Scale
Nielsen. Adobe Analytics. 2022.
of the total prime coverage across all broadcast networks
8 of the top 10 US Olympic athletes who drove the most social interactions were women
Nearly 60% of the medals won by Team USA in the Tokyo Olympics were from our female athletes
Utilizing female Olympic athletes in ad creative results in outsized message memorability
Simone Biles, Gabby Douglas, Kerri Welsh Jennings, Alex Morgan
to follow our NBC Sports platform that pushes boundaries and empowers women along the way.
NBC's Olympic coverage is the only place where you can watch women's sports in primetime.
Nielsen, Tokyo Olympics reach vs cumulative unique reach across CBS, ABC and FOX combined; 7/23/21 – 8/8/21 for Olympics, total 3Q21 for competitive; total day, 1 min qual, P2+ LS Data
Nielsen, reach duplication between Tokyo Olympics vs CBS, ABC, FOX combined; 7/23/21 – 8/8/21, total day, 1 min qual, P2+ LS Data; Nielsen TAR, P2+ streaming only reach across all measured campaigns
Marketcast TV Brand Effect, Message Memorability of select ads airing in Tokyo Olympics vs select ads that aired across competitive broadcast prime programming during the games, next day vs 30 day vs 90 day recontact, P18+, recontact for Wave 1: Olympic Ads – 9/10/21 – 9/14/21, benchmark ads – 10/5/21 – 10/12/21; recontact for Wave 2 Olympic Ads – 11/8/21 – 11/15/21, benchmark ads – 12/2/21 – 12/8/21
90 Days Post
30 Days Post
NBC Olympics Broadcast Prime Norms
Invest in the Olympics and Reap Benefits Both Immediately and in the Future…
streaming-only Olympics viewers
linear Olympics viewers who did not watch competitive broadcast networks
During the Summer Games
The Olympics are the Only Game In Town
To Achieve the Same Scale it Takes:
NBC’s Coverage of the Olympics Dominates Competition During Summer Months
NBC’s Olympic Coverage Delivers Scale and Impact Next Summer and Beyond…
APRIL 2023 Edition
Ipsos 2021 Olympic Value Study
Message Memorability based on Marketcast TVBE, Tokyo Olympic creatives with vs without athletes, and creatives with vs without celebrities, P18+
Search Engagement based on EDO, Tokyo Olympic creatives with vs without celebrities
Olympic Sport, Entertainment, &
Comedy Gold will Come Together
for the 17 Days of the Games!
vs. No Celebrity Inclusion
BRANDS THAT INCLUDE CELEBRITY IN THEIR CREATIVE DURING THE GAMES SEE:
FANS EXPECT & CRAVE CELEBRITY THROUGHOUT THE OLYMPIC EXPERIENCE
Khloe Kardashian +7%
Chrissy Teigen +182%
During the most recent summer Games
Total Social Engagements
BRANDS THAT INCLUDE OLYMPIANS IN THEIR CREATIVE DURING THE GAMES SEE:
vs. No Athlete Inclusion
ATHLETES GAIN CELEBRITY STATUS ACROSS THE MEDIA LANDSCAPE
Writer & Podcast Host
Track & Field
"Dancing with the Stars"
ATHLETES ACHIEVE ICON STATUS &
CEMENT THEMSELVES IN POP CULTURE
7 in 10 consumers
agree they like getting to know Olympic athletes both on &
off the field & see
them as role models
Olympics is a
The Olympics is a Pop culture melting pot of celebrity & athletes WITH AD IMPACT
MAY 2023 Edition
How do you ensure success in the biggest event of 2024?
JUNE 2023 Edition
Key creative best practices from the Olympics Ad Engine
Lean into this epic moment by "Olympicizing" creative
Go further by featuring athletes - including Olympians - in creative
Drive success with both existing creative or use the Games as platform to launch new campaigns
Tell your brand story throughout the games with longer-form creative supported by standard spots
Run adjacent to in-program features to super size impact
Click here to request ACCESS
TO THESE POWERFUL TOOLS
NBCU used machine learning to review each ad that ran in the 2016-2022 Olympics, tagging 947 elements of metadata to all 1,627 creatives. That data was then correlated with performance on four different marketing goals to understand the drivers of impact on each metric.
Test potential creative ideas or current ads being considered for the Paris 2024 Olympics & Paralympics. NBCU will pre-test creative concepts, predicting impact on KPIs and providing actionable recommendations about how to optimize performance towards specific campaign goals - before creative even airs.
How we can help:
Determine which marketing KPI is key to the success of your business
Input new or existing creative
Apply our NBCUniversal proprietary model
Provide performance predictions & creative recommendations
Historical Olympic Data
Ad Ranking Projection
HOW IT WORKS
Click here to set up a meeting to see the results of this exciting study!
The positive sentiment around the Olympics remains strong, offering advertisers the opportunity to be part of a cultural & inclusive movement.
Where Sports & Culture Converge
With heightened excitement for the Paris Games, intent to watch across Olympic fan segments has a healthy outlook with significant increases over the prior Summer Games in Tokyo.
Fans are Pumped for Paris
The iconic location & the thrill of
Team USA competition are just two
of the top reasons fans are extremely motivated to watch the Paris Games.
Location + TEAM USA Drive Excitement
The positive sentiment surrounding the Olympic movement extends to brands that advertise in the Olympic environment.
The Olympics Glow Extends to the Advertisers
The iconic location & the thrill of
Team USA competition are just two of the top reasons fans are extremely motivated to watch the Paris Games.
How Fans Will Watch
A new study highlighting positive intent to watch/stream the upcoming Paris Games across various fan segments & MORE!
ONE YEAR OUT
JULY 2023 Edition
Nielsen Live+SD; Tokyo Paralympics 2020; NBCSN + NBC; 8/24/21 - 9/5/21; 1 min reach qual. Digital: Adobe Analytics, NBCU Internal Metrics
ListenFirst, Summer 2023 (May ‘23 – July ’23) vs Summer 2021 (August ‘23 – Oct ‘23), measured Tokyo 2020 Paralympics Athletes, followers and engagements across Facebook, Twitter (X), Instagram, YouTube, TikTok
Ipsos Paris 2024 One Year Out, May-June 2023 wave; Gen Z = P13-24, Millennials = P25-38
PMI Paralympic Advertisers Tokyo 2020 Olympics 7/23 - 9/12, Total Day B’Cast & Cable, A18+ % lift for Olympics and Paralympics over prior year
Click here to learn about
partnership opportunities that
will impact your brand!
Advertising in both the olympics & paralympics sees stronger lifts
vs. prior year brand norms
saw the creative
ALIGN WITH POSITIVE SENTIMENTS
The ADVERtISER IMPACT
STRONG SOCIAL ENGAGEMENT
Top Performing Paralympians
on Social Drive FAN ENAGAMENT
vs. Summer 2021 (Tokyo)
Track & Field
THE MOST STREAMED GAMES IN HISTORY
Beijing vs. PYC Paralympics
Tokyo vs. Rio Paralympics
VIEWERSHIP CONTINUES TO INCREASE
INTEREST IS STRONG AMONG YOUNGER GENERATIONS
On August 28, 2024, parathletes will parade from the Champs-Élysées to Place de la Concorde, which will be accessible to people of all mobility & ability levels.
A Festive Celebration of Dreams & Inclusion
The Opening Ceremony
The cauldron will be lit for the Paralympic Games in one year!
AUGUST 2023 Edition
more likely to watch the Paralympics
vs. Gen X & Baby Boomers
Gen z & millennials
Ipsos Paris One Year Out, May-June 2023 wave; Base: T2B fandom, rolling bases. Gen Z P13-24.
SEPTEMBER 2023 Edition
Click here to set up a meeting to
learn more about our Gen Z fans!
Our coverage is set to feature French culture & the most scenic Parisian locations, which will be a major draw for Gen Z whose #1 international travel destination is Paris.
Dreaming of Paris
HOW NBC IS SET TO WIN OVER GEN Z
On Peacock, every moment of action will be available without cable authentication.
Opening The Games to All for the First Time
We are going beyond posting highlights & partnering with social influencers, who will create authentic content on the ground in Paris.
Expanding Social Content & Partnerships
Iconic celebrities from across pop-culture will play a key role exciting & engaging fans in promotional efforts leading up to the Games & in new content available during the Games.
Young athletes are gaining media attention & followers going into the Games plus new events like breaking, skateboarding, & surfing are set to attract & inspire our youngest generation.
Breaking New Ground
IS GOING TO BE
INTEND TO WATCH
LIGHT TV VIEWERS
Marketcast TVBE, Tokyo Olympics, P25-54; same ads airing in Tokyo primetime vs prior 3 month same ad non-NBCU norm; first time adv airing in Tokyo total day vs prior year brand non-NBCU norm.
OCTOBER 2023 Edition
Creative airing in Tokyo saw memorability growth vs.
the same creative airing elsewhere across TV
+21% Brand Memorability
+31% Message Memorability
ADVERTISERS SEE BIG WINS IN THE OLYMPIC ENVIRONMENT
First-time advertisers see greater lifts within the Olympics vs. their prior year brand norms
ListenFirst Conversation, hourly X mentions of “Visa” 10/27/23 vs prior 30 days
ListenFirst, comparisons based on prior year handle norms (11/1/22 – 10/31/23); Nielsen, Macy’s 2022 Thanksgiving Day Parade, (live, encore and Peacock streams), 1 min qualifier, P2+ L7 reach data
iSpot; P18+; EDO; 10/16/23-10/29/23; all LA 2028 Flag Football spot additional searches generated (EV)
NOVEMBER 2023 Edition
A content creator casting call to find a surfing correspondent to cover all the action in Tahiti during the 2024 Paris Olympic Games.
The Games are CREATING
A CULTURAL Buzz
TikTok creators were tasked with making creative that encapsulates a gold-medal worthy day at the beach.
Promotional impact kicked off with the campaign announcement on the TODAY Show by Caroline Marks, who is set to compete for Team USA.
saw a spike in brand mentions on social media around the TODAY Show announcement
vs. prior month norm
Kerry Washington’s most engaging Instagram post of the last year
Reaching 59M followers
+15x higher engagements than Green Bay typically averages per post
Reaching 46M viewers in '22 & ranking as the highest rated entertainment telecast of the year
NBC olympics First:
Engaging Fans Across Genres
Flag Football Scores a Spot in the LA28 Games & Scores with Fans
223K Incremental Searches for “Flag Football”
vs. Competitive Placements
Promo aired 110 times across all nets in 2 weeks
Since the premiere
Ipsos Paris One Year Out, May-June 2023 wave; Base: T2B fandom, rolling bases
Nielsen. Adobe Analytics. 2021- 4Q 2022.
Nielsen, Tokyo Olympics vs prime excl news & sports genres, 2021, P18+ watching with K2-17, LS data
Ipsos Paris One Year Out, May-June 2023 wave; Base: T2B fandom, rolling bases
Numerator, Tokyo viewers (watched any amount of Olympic coverage) vs non-viewers (did not watch Olympics at all), 7/23/21 - 8/8/21
DECEMBER 2023 Edition
Viewers see brands supporting the Olympics as:
The Olympics Provide a Brand-Safe Environment That Reaches Families
vs. competitive properties
Have a Positive Impact
Across sports tentpoles:
Olympics Time = Family Time
A parent with a child living in the home
Vs. the prime entertainment norm:
Parents are +18% more likely to watch the Olympics with their kids
Olympic families who view together,
Build Strong Relationships Together
+52% vs. people without a child in the home
Helps me to connect with others including friends & family
+13% vs. people without a child in the home
Builds tradition & connections to people around me
Olympic Viewers with Kids Outspend Non-Viewers
During the Olympic timeframe,
viewers with kids spent nearly
Source: Nielsen, Tokyo Trials in 2021 across NBCU, reach vs competitive tentpoles, duplication between Trials &
Olympics, LS P2+ Reach, 1 min qualifier; Marketcast TVBE, P18-49
JANUARY 2024 Edition
IT'S MAKE OR BREAK TIME AS
The U.S. Olympic Trials
HAVE REACH & SCALE
Athletes compete to cement their spot on Team USA!
February 3 | Orlando, FL
April 19-20 | State College, PA
June 15-23 | Indianapolis, IN
June 17-23 | Knoxville, TN
June 21-30 | Eugene, OR
June 27-30 | Minneapolis, MN
72+ Hours of
Olympic Trials Coverage
HELPS SET THE PACE FOR
of people who watched the Tokyo Olympic Trials went on to watch the Tokyo Olympic Games
ARE A SPRINGBOARD FOR ADVERTISERS TO SEE GREATER
SUCCESS IN THE GAMES
TRIALS + GAMES
vs. brands who only aired in-Games
FEBRUARY 3: MARATHON
The marathon is one of the most unpredictable Olympic events. The smallest problem can be magnified over a two-hour race. Plus, athletes contest the distance just two or three times in a year and scatter among marathon courses of varying difficulty, making it hard to compare performances.
TOP CONTENDER SPOTLIGHT
Emily Sisson (Flagstaff, AZ)
She ran two mass marathons since, breaking the American record in Chicago last year and again comfortably finishing as the top American in Chicago this year. She could find redemption after dropping out of the 2020 Olympic Trials, saying her legs were “destroyed” on the hilly course.
Conner Mantz (Provo, UT)
Last year, he made the move up to the marathon early (at age 25). In three races at the distance, he was the top American in Chicago each of the last two years (with the fastest time by an American in any marathon each year), plus the third American in Boston this past April.
DID YOU KNOW?
The 2020 Olympic Trials field included one woman who had broken 2:22. Since, four American women have run 2:20:32 or faster.
The winners of each best out-of-three final earn the spot for their respective weight at the Olympics, pending their weight’s qualification.
Freestyle Wrestling: The style of wrestling in which competitors may use both arms and legs to execute holds.
David Taylor (St. Paris, OH)
He has a good chance to become the first American wrestler to win consecutive gold medals since John Smith in ’88 and ’92. With gold, Taylor would also become only the fourth American wrestler to win two golds.
After swimming and track and field, wrestling is the sport that the U.S. has won the next most medals in all-time at the Olympics.
Adeline Gray (Denver, CO)
She is one of the top U.S. wrestlers of all time. A six-time world champion and Tokyo Olympic silver medalist, the one thing missing on her resume is an Olympic gold medal.
APRIL 19-20: WRESTLING
vs. creative that only aired in-Games
INSIGHTS BY MONTH