NBC Sets Up Streaming Showcase For Super Bowl TV Ads

Tumblr Page To Post Ads Immediately After They Air On NBC
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NBC Sports Digital’s free live stream of Super Bowl XLIX between the Seattle Seahawks and New England Patriots will carry a separate ad load than its TV-centric counterpart, but consumers who take the OTT route on Super Bowl Sunday won’t miss any of the spots.  

Ahead of the matchup on Sunday, Feb. 1, NBC Sports Digital has launched a Super Bowl NBC Sports Tumblr page that will showcase the big game’s TV ads immediately after they air on NBC. 

The Tumblr page is already live, featuring some original fare from the NBC Sports marketing team and some commercial classics from past Super Bowls, including the Ray Charles Diet Pepsi spot from 1990. On game day, the page “will transform into a hub for Super Bowl TV ads,” NBC Sports Digital said.

Additionally, NBC Sports Live Extra, which will live stream the game on desktops and tablets, will link to the Tumblr page (Verizon Wireless has NFL live streaming rights for smartphones).

“We recognize that Super Bowl TV ads are must-see content for many viewers, and we’re thrilled to connect our digital audience to the spots in a seamless manner immediately after they air on television,” Rick Cordella, SVP & GM, Digital Media, NBC Sports Group, said in a statement. “Tumblr is a visually-rich, social-friendly platform that is perfect to showcase the Super Bowl TV ads. We are optimistic this experience will be the first step in creating a more robust NBC Sports destination on Tumblr.”

NBC Sports Digital noted that it created a similar page – Super Bowl Ad Blitz -- for TV ads when it live-streamed Super Bowl XLVI in 2012, noting that 1.83 million ads were watched via video-on-demand.

Tied into the free stream of the game will be an larger promotion called “Super Stream Sunday,” which will showcase 11 continuous hours of NBC content, including the game’s pre- and post-game coverage, the halftime show, and the mid-season debut of NBC’s The Blacklist. NBCU will use the promo to drive awareness of NBCU’s TV Everywhere content, though consumers won’t need to provide their MVPD credentials to access that content during the 11-hour stream-fest.