The Peacock is ramping up its Winter Olympics promotion across screens. NBCU, the exclusive rights holder, launched a 100-day countdown to the Sochi Olympics with a 20-channel promotional "roadblock" starting Tues. Parent Comcast will play a big role, distributing Olympic-related promotional materials through direct mailings, video guides and VOD features to its subs. A campaign on digital streaming will show how subs can access Olympic content in- and out-of-home on multiple platforms. Leading up to the Games, Olympic promotion will be featured in 14 out-of-home nets across 18 outlets, increasing viewer reach by 50% vs. the ’12 London Summer Games. In the final 3 and a half weeks, NBCU will prioritize its Olympic ads across its 18 cable channels, airing spots to push viewers to the 1st primetime broadcast in Feb and the Opening Ceremony on Feb 7.