NBC Sports Plays Through with Enhanced Ad Format at the Open Championship

Teaming with national advertisers NBC Sports Group will implement a splitscreen model in which the commercials replete with audio run alongside continuing coverage from the course The technique was first deployed during its coverage of the 2016 Ryder CupIn a recent phone interview from the UK Mike McCarley President Golf at NBC Sports Group said the programmer amp8220continues to innovate in what is a very traditional sport amp160Itamp8217s a pretty significant strategyamp8221amp160 He added that amp8220in this era of social media itamp8217s difficult to make everybody happy all the time but the reaction was very positiveamp8221 to Playing Through at the Ryder Cup last fall at the Hazeltine National Golf Club in Chaska MinnesotaItamp8217s a big step up this time around amp160Whereas Playing Through was employed during about 25 30 of the breaks during the 2016 Ryder Cup that ratio will jump to about 50 of the pods during the Open Championship amp160There are lot more advertisers as well according to McCarley pictured belowMercedes Benz which is an official patron of the Open and GolfAdvisorcom are among those playing through in this fashionFeedback from the first goround at the Ryder Cup was that amp8220the fans loved it amp160They got to watch more golf and it was welcomed by sponsorsamp8221 amp160Not only was viewership higher during those breaks but so too were brand affinity metrics for the participating sponsors according to McCarleyWith the format producers continue to work during the breaks supplying the shots seen by viewers onscreen amp160This is the time producers normally spend prepping for what viewers see coming out of commercials or taking care of business in a nearby water closetamp160 As such there is a still a bit of learning curve ahead to see how to best work with the enhanced formatMcCarley said NBC Sports is eyeing a few events over the next six months during which it again could use the format for its golf coverageOverall McCarley said NBC Sports has been able to attract amp8220a really good mixamp8221 of clients for the Grand Slam event in the insurance banking and auto categories amp160The Open Championship presentations will also have a strong endemic imprimatur with golf equipment manufacturers wellrepresentedSponsors McCarley explained want to be associated with the tournament because of its history authenticity and global interest as an increasing number of brands are looking to expand their reach beyond US shoresPart of that authenticity stems from the weather amp160He said many of those interested in watching the tournament would be disappointed amp8220if there isnamp8217t one really good day of bad British weatheramp8221 Think stiff winds with the rain spilling sideways amp160Such forecasts could come into play on one or two daysBad weather could also serve to extend NBC Sports coverage beyond the 495 scheduled live hours which begins with 1998 Open champion Mark Oamp8217Meara teeing off from the first hole around 130 am ET on Thursday July 20 for the final time and concludes with the awarding of the Claret Jug to the Champion Golfer of the Year on Sunday July 23Coverage also encompasses digital feeds tracking marquee groups featured holes 12 13 and 14 and the Open Spotlight with enhanced coverage of the 1st and 18th holes plus lookins at players on the driving range media interviews and highlights amp160And for the first time NBC Universo will provide Spanishlanguage coverage of the final round from noon to 2 pmBeyond the Open Championship NBC Sports has a busy schedule ahead amp160Golf Channel will premiere the 100th episode of Feherty on July 24 with golfamp8217s funny man having interviewed three previous guests in front of a live studio audience John Daly Gary McCord and Lee Trevino who was on the first telecast with David amp160The next day brings the big hitters to the screen with the Mile High Showdown from the World Live Drive AssociationThe Senior Open Championship will be held from July 2630 at Royal Portcawl Golf Club from Wales followed by Womenamp8217s British Open from Aug 36 atamp160Kingsbarns Golf Links in Fife ScotlandThe women also will be spotlighted with the Solheim Cup amp160Together Golf Channel and NBC will combine for nearly 30 hours of live tournament action from Aug 1820 as the biennial matchplay event that features the top players representing the US and Europe returns to network television for the first time in 15 years when the Peacock closes the competition that SundayFollowing the Fed Ex Playoffs which McCarley reminded ended in dramatic fashion with Rory McIlroy winning the title in a threeman playoff Golf Channel and NBC will present theamp1602017 Presidents Cupamp160from Sept 28 through Oct 1 at Liberty National Golf Club in Jersey City NJamp160 The US is the sixtime defending champion against the international contingent but McCarley believes the event will benefit from being held in amp8220the media capital of the world for the first time The PGA Tour should get a liftamp8221 he saidClick the social buttons above or below to share this content with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writersamp160

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NBC Sports Plays Through with Enhanced Ad Format at the Open Championship

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J.P. Fields

About That with Carl Mayer: Danny Senor (Episode 7: Sports Survey) - By Carl Mayer

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