With more than 100 million viewers tuned in, the Super Bowl is the single largest marketing platform as evident by the $3.5 million price advertisers were willing to shell out for a 30-second spot this year. For the network that carries the big game, it also gives it an unmatched opportunity to promote its shows. There is no other network that can use the awareness boost more than the ratings-challenged NBC which tomorrow will be able to reach an audience more than 15 times its nightly viewership. (Last year’s game on Fox drew some 111 million viewers.)
NBC plans to showcase most of its series during the pre-game show and the main event, with focus on midseason series, particularly the show whose season premiere will follow the Super Bowl, The Voice, and the rookie that launches on Monday, Smash. “We did very special spot for The Voice,” an NBC insider said. “Pete Berg directed it, and it’s really exciting and fun.” NBC’s other new midseason series, including reality show Fashion Star and drama Awake, will get a plug during the pre-game block.
Madonna, who will perform during the Super Bowl halftime show, will be featured in a promo for The Tonight Show With Jay Leno. Leno will no doubt try to top the memorable Super Bowl spot of rival David Letterman 2 years ago, in which the NBC host appeared alongside Letterman and Oprah Winfrey. NBC’s struggling Thursday comedy block will also get a shot in the arm with a promo. Here is an extended version of the clip that will air during the game: