NBCUniversal has revealed that it will provide a commercial-free hour during the 2024 Summer Olympics opening ceremony in Paris. This unprecedented move ensures uninterrupted viewing from 1:30 p.m. ET on both NBC and Peacock.
Six Team USA sponsors—The Coca-Cola Company, Delta, Lilly, Toyota Motor Corporation, Visa, and Xfinity—will support this commercial-free hour. Their logos will appear in rotation every 10 minutes during this period, allowing for continuous viewing while still acknowledging the sponsors.
Dan Lovinger, President of Olympic & Paralympic Partnerships at NBCUniversal, shared his thoughts on the initiative, stating, “Partnering with these six Team USA sponsors allows us to deliver the first-ever commercial-free hour of Opening Ceremony coverage. This uninterrupted broadcast will enhance the emotional and unifying experience of the event.”
The 2024 Paris Olympics marks the first complete Summer Games since 2016. The opening ceremony is set to feature a dazzling light show at the Eiffel Tower and a flotilla of nearly 90 boats carrying athletes along a four-mile stretch of the Seine River.
Robin Triplett, VP of Integrated Marketing at Coca-Cola North America, commented on the event, noting, “At The Coca-Cola Company, we believe in the real magic that occurs when the world comes together. Being part of this unique presentation of the Opening Ceremony on NBC is a wonderful opportunity to celebrate and share those unifying and inspiring moments.”
Directed by award-winning director Thomas Jolly, the ceremony may also include a live performance by Celine Dion, who has been absent from live performances for over two years due to medical reasons. The broadcast will feature NBC Olympics primetime host Mike Tirico, talk show host and singer Kelly Clarkson, and NFL Hall of Famer Peyton Manning, along with other NBC Sports and NBC News personalities.
This commercial-free hour highlights the significant investment in the Olympics, with Lovinger noting that $1.2 billion had already been spent by advertisers as of April, setting a new record for any single Olympics.
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