OTT & Digital

NBC’s Tokyo 2020 Snapchat content to include four daily shows

US broadcaster’s Olympic ad sales revenue has reached US$1.1bn.

by Sam Carp

NBC’s Tokyo 2020 Snapchat content to include four daily shows

US broadcaster NBC will produce four daily shows for social media platform Snapchat during the Tokyo 2020 Olympic Games as part of a broader content partnership with Snap Inc.

The deal, which marks the third consecutive Games that NBC Olympics has teamed up with Snap, will see the broadcaster release more than 70 dedicated episodes in the build-up to and during Tokyo 2020, tripling its output on the platform from the Pyeongchang 2018 Winter Olympics.

NBC content on Snapchat will include two daily highlights shows, which will be updated in near real-time throughout the day with key moments from the Games.

There will also be two unscripted shows, including the return of ‘Chasing Gold’, which follows Team USA athletes as they prepare to compete at the Games. The second show will be a recap of the day’s memorable moments.

In addition, Snap will once again curate daily Our Stories during the Games, while it will also provide event coverage during the US Olympic team trials using content published on the platform by fans.

NBC Olympics will be the exclusive seller of advertising for all of the customised Tokyo 2020 content to be published on Snapchat. 

“We know the audience on Snap loves the Olympic Games,” said Gary Zenkel, president of NBC Olympics. “After two successful Olympics together, we’re excited to take the partnership to another level and produce even more content and coverage from the Tokyo Olympics tailored for Snapchatters, which also will directly benefit the many NBC Olympics advertisers who seek to engage further with this young and active demographic.”

The partnership further expands NBC’s social media presence for Tokyo 2020, building on a content deal already signed with Twitter to produce a daily 20-minute live studio show exclusively for the platform.

NBC said its Snapchat content for Pyeongchang 2018 reached more than 40 million unique users in the US, with 90 per cent of that audience under the age of 35.

Sean Mills, Snap’s head of content, added: “We’re thrilled to build on our strong partnership and immense success with NBC Olympics to bring Snapchatters the biggest moments from Tokyo 2020. Through our made-for-mobile highlights, along with original shows and Our Story snaps, the Snapchat community will have a front-row seat to the Games.”

Meanwhile, Mark Marshall, NBCUniversal’s president of advertising sales and partnerships, has revealed that the broadcaster has so far made US$1.1 billion from national ad sales for Tokyo 2020, meaning it has sold US$100 million worth of ads since December.

“Retail, pharma, tech, restaurants and D2C brands have all added new dollars,” Marshall was quoted as saying by Sports Business Journal (SBJ). “Clients are attempting to lock in around the biggest event of 2020 so they do not get shut out.”

The revelation comes after NBC said in July last year that it expects to rake in more from ad sales than the record US$1.2 billion it made for the Rio 2016 Olympic Games.