With women's soccer action kicking off the quadrennial two days before the Opening Ceremony, NBCUniversal has crossed the $1 billion ad sales goal line for the London Olympics.
All told, NBCU officials said the company has brought in $150 million in ad revenue than it garnered for the Beijing Games in 2008.
Thus far, NBCU has tallied $950 million in national TV ad sales, across NBC, NBC Sports Network, MSNBC, CNBC, Bravo, Telemundo, two specialty channels and a 3D service. All told, NBCU is presenting more than 2,000 hours of linear coverage.
On the digital side, NBCU reports that it has taken in some $60 million in ad revenue, trebling its tally from the Beijing Games. NBCU is live-streaming every competition, encompassing some 3,500 hours in 32 sports, on NBCOlympics.com and the NBC Olympics Live Extra app for mobile devices and tablets. In 2008, NBCOlympics.com featured 2,200 hours in 25 sports.
"This is a tremendous accomplishment that is a credit to the hard work of our entire Olympic team and speaks to the long-term benefits of our Olympic investment," NBC Sports Group chairman Mark Lazarus said in a statement. "The proliferation of our digital, mobile and tablet Olympic content, including the decision to live stream all sporting events, played a vital role in reaching this extraordinary milestone."
"This feat is a testimony to the quality of Olympic programming and the unparalleled way NBCU presents, produces and covers the Games," noted Seth Winter, executive sales and sales marketing at the NBC Sports Group. "It also demonstrates the power of the Olympics. No other property has such as diverse group of sponsors, who can target the broadest range of demographic and psychographic audiences. We are not done yet and will continue to sell during the Games."
Despite the uptick in ad sales, NBCU, given the $1.18 billion rights fee, plus another $100 million or more in production costs, expects to lose money on the London Games.