NBC Olympics has surpassed $1 Billion in national advertising sales for its coverage of the 2016 Olympic Games from Rio de Janeiro, Brazil, this August. Rio 2016 remains on pace to secure the most national advertising sales ever for an Olympic Games and the most by any network for any media event in U.S. history.
The $1 Billion milestone — which includes national broadcast, cable and digital sales — comes roughly four months earlier than when it was achieved for the 2012 London Olympics. That milestone was announced on July 25, 2012, just two days prior to London’s Opening Ceremony on July 27. There are 129 days until the start of the 2016 Rio Olympics, which begin on August 5.
Following are statements from Seth Winter, EVP, Advertising Sales, NBC Sports Group, on sales for Rio 2016:
On overall sales: "The market is very healthy and bullish on the Olympics as evidenced by the fact that we’ve surpassed the $1 Billion mark four months ahead of London. Advertisers know that integrating their brands in front of Olympic viewers is good for their businesses. We continue to expect to set the Olympic record for national ad sales."
On the value of Olympic programming: "The value of live, big-event programming is more important than ever to advertisers because of its ability to reach large audiences. The Olympics’ ability to dominate primetime for 17 consecutive nights is unmatched. If brands want to reach viewers and their customers in the third quarter, they have to be in the Olympics."
On digital sales: "Digital sales, which are reserved for our largest linear customers, are healthy as well. Our premium advertisers recognize that they receive more value by extending their messaging across multiple platforms."
On available inventory: "Some of the most valuable inventory is gone; but, there is still some primetime availability on the network as well as cable-channel inventory."