NBC sells 90% of Olympics ads

Network on track to breaking record with $1 bil in sales

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NEW YORK -- They're almost there.

With less than three weeks to the start of the Beijing Games, NBC Universal is poised to announce Monday that it has sold 90% of its Olympics ad inventory. The network reiterated that it was on track to break a record with more than $1 billion in ad sales.

Seth Winter, senior vp of NBC Sports & Olympics, couldn't be reached for comment Friday. But the network said the pace of advertising has picked up in recent weeks, thanks to its coverage of Olympics trials during weekend primetime.

Some were concerned about whether the network's ad revenue would suffer because of controversy surrounding the Chinese government, but that apparently hasn't had much of an impact. NBC told The Reporter last month that its internal surveys said that protests during the spring over Tibet and the Olympic torch would not affect whether U.S. viewers were going to watch the Olympics.

NBC, which is paying almost $900 million to televise the games, is making a huge effort to carry them with 3,600 hours of coverage on NBC, Telemundo and its cable channels plus online and VOD.