Expect 20 Minutes of NBC Promos Sunday

NBC will use the Super Bowl broadcast to heavily promote a remade prime-time lineup.

The NFL championship match between the New York Giants and New England Patriots will draw as many as 115 million viewers on Feb. 5 — potentially the largest U.S. television audience in history, according to Brad Adgate, head of research at New York- based Horizon Media Inc.

The game gives NBC the chance to promote shows like the returning talent competition “The Voice” and “Smash,” a new musical drama about actresses vying to play Marilyn Monroe on Broadway, to huge audiences. The network hasn’t had both marquee sporting events since 1996, when NBC was No. 1 with its Must-See TV lineup of “Seinfeld” and “Friends.”

Viewers will see 20 minutes of NBC promos before, during and after the Super Bowl, according to Chris McCloskey, a spokesman for the sports division.

“Smash,” starring Debra Messing and former “American Idol” contestant Katharine McPhee, centers on a Broadway musical about the life of Monroe. It makes its debut on Feb. 6. Viewers will also see promos for NBC’s new shows, which include “The Firm,” loosely based on the John Grisham novel, and “Are You There, Chelsea?” featuring Chelsea Handler.

“The Voice,” a singing competition with judges Cee Lo Green, Christina Aguilera, Blake Shelton and Adam Levine, will air immediately after the Super Bowl to kick off its second season.

The network will promote the 2012-2013 season during the Olympics, which take place after NBC previews its lineup at the annual “upfront” presentations to advertisers.

“Beautiful People,” “The Munsters,” “Isabel,” “Save Me” and a program with comedian Sarah Silverman are possible new additions for fall, Greenblatt said last month.