Brian Steinberg Senior TV Editor NBCUniversal hopes to create a new type of event when its coverage of the Paris Olympics kicks off in late July.
You don’t have to be an athlete to participate. When viewers of the company’s Peacock streaming hub open Olympics coverage, NBC is likely to ask some of them if they’d like to order food or beverages.
Maybe someone wants to enjoy a pizza while watching soccer. Depending on which advertisers express interest in the technology, says Josh Feldman global chief marketing officer for NBCUniversal’s advertising and partnerships division, NBC hopes to team up with a national restaurant chain that delivers or with various delivery services that can bring drinks and snacks to homes.
Viewers may see custom segments making the offer during soccer games and ahead of certain movies, says Feldman, or even hear announcer’s prompting them to click to find ways to order. “We have research that shows two of of the people who are on Peacock streaming are ordering food or beverages during live sports and movie programs,” he says. “We know we have a super engaged audience at this point” and baking the delivery offers into the programming will minimize the disruption of having to stop watching TV and order something on one’s own.
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