​Get ready for a barrage of “Today” show advertising whenever you turn switch on any Comcast-owned channel this week.

The New York Times reported Monday that the Peacock network is tired of playing second fiddle ABC’s “Good Morning America,” and is launching an all-out marketing blitz to help return “Today” to its place atop the morning show heap.

The marketing effort—centered around a new tagline: “Rise to Shine"—is aimed at recapturing “lapsed viewers” who may have switched off the show during the recent years tumult and turnover on Rockefeller Plaza.

The Times reported that NBCU head Stephen B. Burke greenlit the weeklong marketing blitz himself.

Until two years ago, “Today” enjoyed an unprecedented morning show winning street, beating rival “GMA” every week for 16 straight years. The rumors and turmoil surrounding the eventual departure of host Ann Curry helped erode viewer confidence and loyalty to the show, opening a window for ABC to steal the crown.

Read More: The New York Times

Brief Take: The size and scope of the marketing blitz underscores the importance of the “Today” show brand to Comcast and NBCU, even after the years of rumors and sordid headlines.

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