NBCUniversal celebrates 100-day countdown to Sochi Olympics with increased promotion (videos)

Sochi 2014
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NBC Olympics and the networks for NBCUniversal will increase Sochi Olympic programming to coincide with the 100-day countdown to the Winter Games on Oct. 29.

A new phase of multi-platform marketing will be highlighted by a 20-channel promotional Roadblock in the 8 p.m. ET/PT hour on Oct. 29. In addition, NBC Sports Group and the networks of NBCU will participate at the kickoff of the USOC’s Road to Sochi Tour in New York City’s Times Square earlier in the day.

“The 100-day mark is the moment when our considerable Olympic campaign kicks into another gear,” said John Miller, CMO, NBC Sports Group. “For Sochi, we will use the full force of America’s largest media company to market the biggest Winter Olympics ever, being hosted by the biggest country in the world. As a Symphony priority, it’s invaluable to have so many parts of the company — 20 channels, 65 websites and the full strength of Comcast — playing together with singular focus to make our campaign come to life and make the Sochi Olympics a massive television event.”

Coverage of the Olympic Winter Games will begin one night before the Opening Ceremony with the start of competition in Sochi — men’s and women’s snowboard slopestyle, women’s moguls and team figure skating.

Here are more highlights of NBCUniversal’s promotional plans from Oct. 29 leading up to the Olympics:

  • The NBC Peacock “bug” with the Olympic rings will appear on NBC and other NBCU networks, including NBCSN, with more frequency.
  • Locally, NBCUniversal will work with its family of over 230 local broadcast affiliates to air locally-focused spots leading up to the 2014 Sochi Winter Olympics, as well as air local news coverage and specific promos about local Olympic athletes and events in their regions.
  • NBCUniversal will air spots that aim to help demonstrate the breadth of digital streaming coverage for the upcoming Sochi Games, and how customers of MVPDs and other distributors of NBCUniversal’s Olympic networks can access that content both in and out of the home on multiple platforms.
  • Comcast, NBCUniversal’s parent company, will use its wide breadth of digital and cable access to reach its customers in over 22 million homes to distribute Olympic-related promotional materials, as well as direct mailings, video guides and video-on demand features all related to NBC’s coverage of the Games.
  • In the final three and a half weeks leading up to the 2014 Sochi Winter Olympics, NBCUniversal will prioritize its Olympic promotional ads across its 18 cable channels. NBCUniversal will air spots to push audiences to the first primetime broadcast on Feb. 6 and the Opening Ceremony on Feb. 7.
  • Leading up to the Games, Olympic promotion will be featured in 14 different out-of-home networks across 18 different outlets, increasing viewer reach by 50% versus the out-of-market delivery for the 2012 London Summer Games. Shoppers and commuters will begin seeing NBC Olympic promotional spots via out-of-home marketing, which will be featured in national retail stores, including Costco and Walmart, in-dining networks, New York City taxi cabs, and PATH trains.

The push toward 100 days out began last weekend with the debut of four Olympic spots narrated by “Revolution” and “Breaking Bad” star Giancarlo Esposito.

“I’m a longtime athlete and have never been a professional and never played sports in school,” Esposito said. “So when I was a young boy the highlight of my life was to watch the summer Olympics, and you had to wait those four years … and then to see the winter Olympics, it was one of the biggest highlights of my life because I always wanted to be able to compete that way.”

You can view the four spots below:

Care

“What I love about the Olympics is that they’re people who are the common man and woman, everyday people who have the opportunity and the chance to prove to themselves that there is something inside them, a dream that can be fulfilled, and to me the Olympics for America is everything,” Esposito said. “I’m a big runner, a big cyclist and in the things that I do, I hear the Olympics music year round in my head … when I’m running in the park around Ladybird Lake here in Austin, Texas. ”

Trade

“I became a skier from watching television and watching skiers, and Lindsey Vonn has become one of my favorites as has been Bode Miller,” Esposito said. “Some of what Bode Miller is — a skier who I can relate to because he was never perfect — he was unorthodox and he could hit a gate and would be on … go from one leg to the other. There was never any opportunity for him to win that race a few years ago (2010 Olympics super combined), but the physical ability that he had not to crash and to get down that course, to me was everything, so even in his failure I was inspired.”

The Same

“To meet guys like Franz Klammer, the winningest skier in all of history, who you just don’t know how he could get his body to move that way and a guy who is just so lovely,” Esposito said.

Dream

“I just can’t wait to watch and be inspired again,” Esposito said.

U.S. Olympic Trials broadcast schedule

World Athletics Athletes of the Year: Sydney McLaughlin-Levrone, Mondo Duplantis

Sydney McLaughlin-Levrone
Kirby Lee-USA TODAY Sports
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Sydney McLaughlin-Levrone and Mondo Duplantis were named World Athletics Athletes of the Year after world record-breaking performances in 2022.

McLaughlin-Levrone, who lowered her 400m hurdles world record twice this year, won the award for the first time. She became the first American to win Athlete of the Year since fellow 400m hurdler Dalilah Muhammad in 2019.

“I would describe 2022 for myself by just saying incredible,” McLaughlin-Levrone said. “Everything that we aimed to do we were able to accomplish.”

The other finalists were Nigeria’s Tobi Amusan, who broke the 100m hurdles world record en route to the world title; Jamaica’s Shelly-Ann Fraser-Pryce, who won her fifth world 100m title; Peru’s Kimberly Garcia, who swept the 20km and 35km race walk world titles, and Venezuela’s Yulimar Rojas, who broke her own triple jump world record and swept the indoor and outdoor world titles.

McLaughlin-Levrone has said she wants to add the flat 400m to her program in the coming years. She has never run that event at a senior championship meet, but showed her flat potential in the 4x400m relay at worlds in July. Her split — 47.91 seconds — made her the seventh-fastest relay performer in history and second-fastest in the last 33 years behind Allyson Felix.

At next summer’s world championships, the women’s 400m hurdles first round heats start 2 hours and 20 minutes before the women’s 400m semifinals. Top-level pros rarely race multiple times in one session in a distance longer than 200 meters at any meet.

Duplantis, the Louisiana-raised Swede, won the men’s award for the second time in three years. He upped his pole vault world record three times in 2022 and swept the world indoor and outdoor and Diamond League titles in the event.

“It’s probably been by far the best year that I’ve ever had,” Duplantis said.

The other men’s finalists were Moroccan steeplechaser Soufiane El Bakkali, who went undefeated in 2022; Norwegian runner Jakob Ingebrigtsen, the world outdoor 5000m champion who ran the world’s fastest mile in 21 years; Kenyan Eliud Kipchoge, who broke his own marathon world record by 30 seconds, and American Noah Lyles, who broke Michael Johnson‘s 26-year-old national record in the 200m.

Duplantis will likely try to continue upping his world record one centimeter at a time like Ukraine legend Sergey Bubka did on an almost annual basis from 1984 through 1994. Duplantis’ current record is 6.21 meters. The next significant milestone is 6.25 meters, or 20 feet, 6 inches.

“We’ll so how high, but I want to push it higher than people think is even possible,” he said.

Erriyon Knighton became the first athlete to twice win the Rising Star award, given to the top U20 track and field athlete.

Knighton, 18, took 200m bronze at the world championships on July 21 in Eugene, Oregon, becoming the youngest individual sprint medalist in championships history. He was part of a U.S. medals sweep with Lyles and Kenny Bednarek.

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A wild Grand Prix Final has a quadruple Axel, the Brits and a figure skating tale for the ages

Ilia Malinin
Getty
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The world’s best figure skaters gather for the first time this season at this week’s Grand Prix Final in Turin, Italy. The Who’s Who is a very different group than from February’s Olympics, as expected, with the fall Grand Prix Series also producing some unpredictable stories.

Of the 18 skaters who won Olympic medals outside of the team event, just two of them competed internationally this fall. As was known before the season, all Russians are banned indefinitely due to the war in Ukraine. China’s top skaters didn’t enter the Grand Prix Series. Nathan Chen and the French ice dance couple of Gabriella Papadakis and Guillaume Cizeron are on indefinite, possibly permanent breaks after winning long-awaited golds.

It is time for new stars to emerge. That happened. American Ilia Malinin, last year’s world junior champion at age 17, became the first skater to land a quadruple Axel in competition in September. Then he did it again in October, and again in November.

It is time for new stories to emerge. The Grand Prix Final is the most exclusive event in figure skating — taking the top six per discipline from the Grand Prix Series — since it was introduced in 1996. This year, Belgium and Great Britain qualified skaters for the first time in more than a decade. Japanese men who were seventh and eighth at their national championships last season are in the field. As is a 39-year-old pairs’ skater from Canada who competed against Michelle Kwan in the 6.0 scoring era.

GRAND PRIX FINAL: Broadcast Schedule

The U.S. qualified skaters into the Final in every discipline for the first time in 15 years. The team is led statistically by Malinin, the world No. 1 bidding to be the second-youngest man to win a Final after Russian Yevgeny Plushenko.

Malinin, whose mom won the 1999 Grand Prix Final, is one half of the most anticipated head-to-head showdown this week. He takes on Japan’s Shoma Uno for the first time since the world championships in March, when Uno won and Malinin placed ninth in his debut on that stage. This season, Malinin and Uno each won their two separate Grand Prix starts, with Malinin having the best total score by a scant 61 hundredths of a point.

NBC Sports analyst Johnny Weir called Malinin the favorite for the Final and for March’s worlds (which could include Olympic silver medalist Yuma Kagiyama of Japan, who has been sidelined this fall due to leg and ankle injuries). But Weir also said that if Malinin and Uno skate clean this week, the 24-year-old Uno has the advantage.

“He’s had the longevity. He’s had the time in front of these top judges. And artistically, he’s so excellent,” Weir said.

The world’s highest-scoring women’s singles skater this season will compete at the Final, but in the junior division. Japan’s Mao Shimada won both of her junior Grand Prix starts. She is 14 years old, and with the age limit being raised in coming seasons will not be old enough for the next Olympics in 2026 (reminiscent of countrywoman Mao Asada, who was too young the last time Italy hosted the Winter Games in 2006).

Without Shimada, and without the Russians who dominated recent seasons, the women’s field is the most closely bunched at the Final. Mai Mihara, who missed the Olympics after placing fourth at Japan’s Nationals last December, was the lone woman to win both of her Grand Prix starts this fall. Kaori Sakamoto, last season’s world champion in the Russians’ absence, has the top score this season among senior women (and a shout out from Janet Jackson). But the six skaters at the Final are separated by just 4.47 points in best scores this fall.

American Isabeau Levito, the 15-year-old world junior champion, is the youngest woman in the field by four years. NBC Sports analyst Tara Lipinski said that Levito has a total package of jumps, artistry and competitive fire not seen in U.S. skating in many years. Levito, who has made short films, including “The Pickle Murder,” is reminiscent of Sasha Cohen, the last U.S. women’s singles skater to win an Olympic medal in 2006.

“There’s never a hand, finger, hair out of place when it comes to Isabeau’s skating,” Lipinski said. “Looking back at my first year as a senior, I was terrified. I looked like a junior coming up to the senior ranks. Isabeau, she’s gone past that phase.”

Pairs’ skating saw the highest turnover. The top five teams at the Olympics were Russian and Chinese, and none have competed internationally since. Alexa Knierim and Brandon Frazier took advantage at March’s worlds, becoming the first U.S. pair to win a world title since 1979.

Knierim and Frazier won both of their Grand Prix starts this fall, but were flawed. Japan’s Riku Miura and Ryuichi Kihara, who took silver at worlds, averaged 10 more points in their separate Grand Prix victories.

“Comparing people based on the scores that they accrue in different competitions is a nice way to see how people are faring in front of international panels, but it’s not a direct comparison between the two at all,” Weir said. “They’re very evenly matched.”

But the coolest story in pairs, and arguably in all of figure skating, is 39-year-old Canadian Deanna Stellato-Dudek. With partner Maxime Deschamps, she became the oldest Grand Prix podium finisher in October and the oldest champion in November. Stellato-Dudek, the 2000 World junior silver medalist in singles from Chicagoland, retired from figure skating in 2001 due to injuries, then came back in 2016 in pairs and switched nationality.

Weir recently came across photos of him with Stellato-Dudek when they competed at the same junior Grand Prix event in Norway in 1999.

“I’m pretty sure she was skating when I was skating, so that is a crazy feat in itself,” said Lipinski, whose last competition was winning the 1998 Olympics.

Ice dance, usually the most predictable of the four disciplines, sprung surprises this fall. Three-time world medalists Madison Chock and Evan Bates were the top returning couple based on results from last season’s Olympics and worlds, but the Americans rank outside the top three this fall by results and best total score.

Still, 2006 Olympic silver medalist Ben Agosto said they’re looking better than ever, having improved from their first Grand Prix to their second Grand Prix.

“The challenge for them is they’ve been so good for so long that they don’t want to get stale,” Agosto said of a couple that’s in their 12th season together. “They don’t want people to start to think, well, you know, two seasons ago was better than this, or five seasons ago was better than this. They want to always be reinventing, but then also capitalizing on their biggest strengths.”

Canadian veterans Piper Gilles and Paul Poirier, ranked third among returning couples going into the fall, won both of their Grand Prix starts with the world’s top two scores across all events. Agosto believes that the field is closer than the point totals suggest and that some couples have been underscored, including Americans Kaitlin Hawayek and Jean-Luc Baker, who qualified into the Final in the sixth and last spot.

Agosto said that Lilah Fear and Lewis Gibson, Great Britain’s first Grand Prix Final qualifiers since 2009, can “blow the roof off” with their Marc Anthony and Jennifer Lopez rhythm dance and Lady Gaga free dance.

“You can just feel the the intensity that everyone is bringing after their Olympic experience and coming back and feeling rejuvenated and maybe feeling the adrenaline effect of having a little bit more of an opportunity because Papadakis and Cizeron are not there, because the Russians are not there,” Agosto said. “I’ve really seen across the board this group stepping up from last season, so I don’t think that it would just be a clear OK, well, if those other teams were in the game this year, they would, by default, be on top.”

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