NBCUniversal said it will use Super Bowl Sunday to tee up “Super Stream Sunday,” a TV Everywhere tilt that will showcase 11 continuous hours of NBC content, highlighted by the Super Bowl XLIX matchup between the Seattle Seahawks and the New England Patriots, and the mid-season debut of The Blacklist.
The promotion, set for February 1, will enable consumers with “an unprecedented ability” to watch those 11 straight hours of NBC streaming content without having to log-in to access it via the NBC Sports Live Extra for tablets and Web browsers, and at NBC.com, NBCU said. Verizon Wireless has NFL live streaming rights for smartphones.
While NBC viewers won’t be prompted to provide their MVPD credentials during the Super Stream Sunday promotion period, they will “receive consistent messaging in and around the experience about the ease in authenticating after the end of The Blacklist,” NBCU noted.
In addition to providing log-in-free TVE access to the game and the new episode of The Blacklist, Super Stream Sunday will also feature the game’s pre- and post-game shows, and the halftime show starting Katy Perry. NBCU said the special access event will kick off at noon ET and conclude with The Blacklist, which is expected to get underway at about 10 p.m. ET., and present the first episode in a two-episode mid-season premiere. (Starting February 1, The Blacklist moves to its new day and timeslot of Thursdays at 9 p.m.).
NBCU said all Super Bowl content will be live streamed to desktops and tablets via NBC Sports Live Extra, while The Blacklist will also be streamed to browsers at NBC.com.
Update: NBCU will use different ad loads for its traditional TV and digital coverage, though all digital ad buyers have purchased TV ads. While some of the advertising reative will be the same, consumers watching the stream will not see the same commercial pattern.
Super Stream Sunday follows last month’s launch of NBCU’s first-ever TV Everywhere consumer campaign, which carried the tagline: “Watch TV Without The TV.” The campaign, designed to drive interest and awareness of NBCU’s TVE products, has been backed by digital and on-air promos across the programmer’s portfolio of networks.
“‘Super Stream Sunday’ builds off of NBCUniversal’s commitment to create broader TV Everywhere opportunities for our consumers,” Alison Moore, GM and EVP, TV Everywhere, NBCUniversal, said in a statement. “We are leveraging the massive digital reach of the Super Bowl to help raise overall awareness of TV Everywhere by allowing consumers to explore our vast TVE offering with this special one-day-only access.”
Check out this interview with Moore (subscription required) to learn more about NBCU’s first TV Everywhere consumer campaign.
NBC Sports Live Extra was the first such product to ever live stream a Super Bowl when it offered access on desktops and tablets for NBC’s coverage of Super Bowl XLVI on February 5, 2012 – a non-authenticated streaming affair that drew 2.105 million uniques. This year’s approach will mark the first time NBC Sports Live Extra will live stream NBC’s Super Bowl halftime show.
For its pair of live streams (in English and Spanish) of last year’s Super Bowl between the Denver Broncos and Seattle Seahawks on iPads and Web browsers, Fox Sports drew an average audience of 528,000 viewers per minute. Fox used its streaming coverage of the game to tout a 27-hour preview of its Fox Sports GO app.