NBC Tops $1 Billion in Olympic Advertising Sold
NBCUniveral announced on Wednesday that it had sold more than $1 billion in advertising time during its broadcast of the 2012 London Olympics.
Sold across its six television networks (NBC, NBC Sports Network, MSNBC, CNBC, Telemundo and Bravo), its streaming website NBCOlympics.com, and mobile apps, it marks a record haul for Olympic broadcasts, and is $150 million more than NBCUniversal took in during the entirety of the 2008 Summer Games in Beijing.
"This feat is a testimony to the quality of Olympic programming and the unparalleled way NBCU presents, produces and covers the Games," Seth Winter, EVP, Sales & Sales Marketing, NBC Sports Group, said in a statement. "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."
The network trumpeted the sales, but analysts expect NBCU to lose around $200 million on this year's games; it is, in large part, being used as a platform to re-launch its new Today Show team, with co-host Savannah Guthrie, as well as its new primetime lineup, which could use some major assistance in the wake of its cellar-dwelling 2011-2012 season.
Two pilots -- the Matthew Perry-starrer Go On, and Animal Hospital -- will air commercial-free during the games, while J.J. Abrams' Revolution will also get a six-minute preview.
Among the buyers is President Obama's re-election campaign, with $6.5 million in ads secured already. On the flip side, GOP rival Mitt Romney's campaign has yet to purchase an Olympic-set ad.
NBCU won four more games with its $4.38 billion bid in 2011.