NBCUniversal has confirmed that it has recorded $1.25bn in advertising revenue as part of its coverage of the 2024 Olympics in Paris.
This represents a new record for advert sales for the Comcast-owned media network, even more impressive as NBC has brought on more sponsors in total than both the 2021 Tokyo Games and the 2016 Rio Games combined.
NBC is also understood to have $500m worth of new sponsors for the Paris Olympics which has so far seen the USA take an early lead in total medals won at 26 – four Gold, 11 Silver and 11 Bronze.
Mark Marshall, NBC Chairman of Global Advertising and Partnerships, stated: “The 2024 Paris Games have delivered a uniquely powerful halo for brands at an incredible scale with a highly engaged and passionate audience.
“We are proud to have secured the highest Olympic and Paralympic advertising in the history of the Games, and are grateful to our advertisers for their partnership.”
NBC is currently covering its second Olympic Games after its $7.75bn renewal of its broadcast rights with the International Olympic Committee. The deal also ensures that it will also broadcast the 2028 Los Angeles Olympics and the 2032 Brisbane Games.
The seismic $7.75bn figure also means that NBCUniversal will need to make significant revenue from sponsorships and advertising to recoup some of the money it forked out over broadcast rights.
NBCUniversal believed that due to the offset of the COVID-19 pandemic – which greatly affected the 2021 Tokyo Olympics – and fans returning to arenas and stadiums, sponsors would be much more inclined to partner with the broadcaster.
The US sports network has also been working on new broadcasting methods to lift the fan experience, such as hour-long commercial-free time slots during the opening ceremonies.
Olympic sponsors, such as Coca-Cola, Delta, Toyota and more, have all been showcased on NBC programming and even pledged to make some aspects of the coverage commercial-free.
