In the digital age, live sport creates a flywheel effect whereby viewers can see events discussed on social media and head to TV or streaming services to see it play out, or catch a moment on TV and turn to social media to find out more about an athlete or team.
“Brands need to be aware of that,” says Josh Noval, SVP, NBC Olympics & Paralympics, Advertising & Partnerships at NBCUniversal. “They need to make sure that they’re in a position to take advantage of consuming that audience and reaching that audience wherever it’s going to be – whether it’s linear, streaming or social.”
In this interview, Noval explores the opportunities around the LA 2028 Summer Olympics, the rise of programmatic buying in live sports, and the ad formats resonating with advertisers. Filmed in Cannes.
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