NBC's live stream of Super Bowl XLIX doesn't include the same commercial load as the TV broadcast, but those watching through the platform won't have to miss out on the ads.
The peacock network, which will air the game on Feb. 1, has created a new NBC Sports Tumblr page that will include all of the commercials to view on demand moments after they run on TV.
The NBC Sports Live Extra stream will have a separate commercial load from TV, although some ads will be the same.
"We recognize that Super Bowl TV ads are must-see content for many viewers, and we're thrilled to connect our digital audience to the spots in a seamless manner immediately after they air on television," Rick Cordella, senior VP and general manager-digital media, NBC Sports Group, said in a statement. "Tumblr is a visually-rich, social-friendly platform that is perfect to showcase the Super Bowl TV ads. We are optimistic this experience will be the first step in creating a more robust NBC Sports destination on Tumblr."
Commercials that air in the live stream of the Super Bowl are sold separately than those that air on TV. While some of the same advertisers that buy commercial time in the game also chose to purchase spots in the digital stream, many do not. And the price tag for ads that run in the live stream are less than the approximately $4.5 million per 30-second spot advertisers pay for TV time during for the Super Bowl, potentially making it attractive for marketers with smaller budgets.
The Tumblr page is live today and currently includes a mix of original content created by the NBC Sports marketing team, as well as Super Bowl commercials from previous years.
NBC created a similar page for TV ads when it live-streamed the Super Bowl in 2012. The ads got nearly 2 million views that time around, according to NBC.
Seth Winter, exec VP-sales and sales marketing, NBC Sports Group and NBC Universal News Group, has previously said demand for commercial time in this year's live stream was strong, saying digital ad sales for the game have doubled since NBC last aired the Super Bowl in 2012.
NBC said Tuesday that viewers don't need to have a cable or satellite subscription to watch its live stream of the Super Bowl. In an effort to encourage customers to sign up for cable, it is offering the game free through its NBC Sports Live Extra, which can be watched on desktops and tablets.
Typically, in order to watch content from networks like NBC through mobile devices and computers, viewers need to log in with their cable or satellite accounts.
But for 11 hours on Super Bowl Sunday, starting at noon, NBC will stream free content, including the main event between the Seattle Seahawks and New England Patriots. The free stream will also include the halftime show and a new episode of "The Blacklist" airing after the Super Bowl.
Verizon Communications has exclusive rights to stream the game on most mobile devices through the NFL Mobile app to subscribers of its "More Everything" plan.