NBC is trying to draw in Gen Z viewers to the 2024 Olympics, so it has sent more than two dozen social influencers to Paris, writes Alicia Clanton for Bloomberg.

For the first time, NBC credentialed 27 social media influencers from Instagram and TikTok. Their role is to interview athletes, share what it’s like in the stands, and showcase some of the Parisian food, culture, and photo-worthy cityscapes.

NBC executives spent a year researching and selecting creators for the 2024 Olympics, calling the group the “Paris Creator Collective.” The group includes gymnast Olivia Dunne and five creators from sports media company Overtime.

“We wanted to have creators who were — yes, a few that are focused on sport — but then also several who are food creators, several who are lifestyle, several who are fashion, people who could represent everything else that the city of Paris has to offer,” said Geo Karapetyan, senior vice president of platform partnerships for NBCUniversal Media Group.

The inaugural program is part of the company’s strategy to recapture America’s attention after the last two Olympics brought in less-than-usual viewers.

So far, prime-time viewership is up about 77 percent from Tokyo in 2021 and surpassed its $1.25 billion advertising record for the Tokyo Games.

Read more about how NBC is trying to increase viewership for the 2024 Olympics in Bloomberg.

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