NBCUniversal Is Going for Gold With $1.2 Billion in Olympic Ad Sales

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More than half of primetime coverage will feature women athletes

2024 Paris Summer Games
(Image credit: NBCU)

NBCUniversal said it has sold $1.2 billion worth of advertising in the Paris Olympics and Paralympics, putting it on track to be the gold medal winner for most ad revenue ever generated by an Olympic Games. 

The revenue total includes about $350 million from new advertisers.

Digital ad revenue has already set a record, the company said.

The previous, pandemic-delayed Summer Olympics in Tokyo generated $1.25 billion in revenue.

NBCU said it has sold out all of the ad inventory for the opening and closing ceremonies.

Also sold out are NBCU’s Prime Pods, shorter breaks designed to focus attention on one or two sponsors.

Around 95% of the custom, primetime marketing integrations have been snapped up.

With women’s sports in the spotlight — and generating record ratings — NBCU noted that more than half of its primetime programming is devoted to women’s competitions. 

Jon Lafayette
Jon Lafayette

Jon has been business editor of Broadcasting+Cable since 2010. He focuses on revenue-generating activities, including advertising and distribution, as well as executive intrigue and merger and acquisition activity. Just about any story is fair game, if a dollar sign can make its way into the article. Before B+C, Jon covered the industry for TVWeek, Cable World, Electronic Media, Advertising Age and The New York Post. A native New Yorker, Jon is hiding in plain sight in the suburbs of Chicago.