NBCU Bets on Super Bowl LVI to Drive Peacock Premium Streaming Sign-Ups
10.02.2022 - 21:11
/ variety.com
Todd Spangler NY Digital EditorThe Super Bowl is the biggest U.S. TV broadcast of the year — and this coming Sunday, NBCUniversal hopes that the NFL championship game gets a massive streaming turnout, too.Super Bowl LVI, pitting the Los Angeles Rams against the Cincinnati Bengals, kicks off at 3:30 p.m. PT on Sunday, Feb.
13. NBC will telecast the Super Bowl nationally, and it also will be available to subscribers of Peacock Premium.“The Super Bowl is a great opportunity to get people into Peacock… and hopefully see those other assets we have,” said Jim Denney, EVP and chief product officer of direct-to-consumer for NBCU. “Our goal is to bring as many people in [as Peacock subscribers] as possible.”NBCU recently revealed that Peacock had 9 million paying customers at the end of 2021, the first time it broke out that metric.
The media company is offering access to the Super Bowl, as well as the 2022 Winter Olympic Games, only on its Peacock Premium tiers (not the free version). The hope is that cord-cutters will sign up for Peacock to catch the Rams-Bengals in the Super Bowl — and stay for the thousands of hours of TV shows and movies on the service. “We want to get them to the game, but also talk about all the other things happening on Peacock as well,” Denney said.For its presentation of Super Bowl LVI, Peacock will make sure football fans are aware of the streamer’s newest exclusive programming.
That includes the Feb. 13 premiere of original series “Bel-Air,” which reimagines Will Smith’s “The Fresh Prince of Bel-Air” as a drama, and “Marry Me,” the musical rom-com starring Jennifer Lopez and Owen Wilson that hits Peacock on Feb. 11 day-and-date with theatrical release.“It’s a big month for Peacock,” Denney said.For
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