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NBC Aims to Turn Athletes’ Parents Wearing Heart-Rate Monitors Into Paris Olympic Stars
NBC plans to outfit some parents of U.S. Olympic hopefuls with heart-rate monitors, and show results on screen in a bid to amp up interest in Games
Response was quite positive, and the network believes it can create compelling TV by letting viewers see a parent’s heart rate at the exact moment their child is putting everything out on the world’s biggest sports stage. FIGS, a clothing manufacturer that specializes in scrubs and other products for medical professionals, is eager to align itself with the heart-rate monitors and gain new awareness, says Bené Eaton, the company’s chief marketing officer, during an interview. “I suspect NBC is hoping to advance the ‘slice of life’ coverage that builds fan empathy and creates an emotional connection,” says Larry Vincent, an associate professor of marketing at the USC Marshall School of Business.
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