Published: Sat, April 01, 2017
Economy | By Melissa Porter

NBC will broadcast its entire 2018 Olympics programming live across the world

NBC will broadcast its entire 2018 Olympics programming live across the world

NBC is changing the way viewers will watch the next winter Olympic games. NBCU will set guarantees using its Total Audience Delivery, a metric that blends broadcast and cable primetime deliveries with streaming data, for the first time during the Winter Olympics.

When the Winter Olympics are held in Pyeongchang, South Korea, in 2018, NBC will be broadcasting the Games live across all time zones for the first time, the network announced this week.

NBC Olympics is also shoring up its social ad sales strategy, announcing today that it will again partner with Snap provide Olympics coverage on the platform via Our Stories and Publisher Stories each day on Snapchat Discover.

For the Rio Games, NBC also had a deal with Snapchat, but that deal was signed shortly before the opening ceremonies, giving NBC little time to sell to advertisers or package it with other media. Online streaming doubled from all previous games.

Lovinger and NBC Olympics declined to identify how much ad inventory has been sold thus far. Executives would not give any dollar amount for the advertising commitments for PyeongChang, which is costing NBC almost $200 million more than the 2014 Sochi Winter Olympics, which cost the network $775 million.

While NBC's game highlights will likely appear on many online platforms, including Facebook and YouTube, Snap will exclusively have some original Olympics-related content cocreated by BuzzFeed and NBC on its platform.

"If you're planning to advertise in 2018, you simply have to advertising with NBC", Lovinger said. It will be followed in all time zones by local news, and then a "Primetime Plus" program, consisting of live continuing coverage from PyeongChang, South Korea.

The time difference between the East Coast and Pyeongchang is 13 hours, with the West Coast being 16 hours behind.

"We think that our [linear] ratings will be off somewhat from what Sochi had been", Lazarus said, declining to identify a viewership target.

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