NBC Has Sold $1.25 Billion in Ads for Tokyo Olympics, Surpassing Rio Record

NBCUniversal has sold more than $1.2 billion in advertising for the Tokyo 2020 Olympic Games, they told reporters last week. That surpasses the $1.2 billion they had for the Rio 2016 Olympic Games and puts them back on par with the record $1.25 billion in ad sales announced in March 2020, shortly before the Games were postponed for a year by the coronavirus pandemic.

While NBCUniversal had to rebuild its pile after the announcement of the postponement, Dan Lovinger, the Executive Vice President of Ad Sales for NBC Sports, says that the company has done $500 million in new business since the March announcement.

In 2014, NBC signed a $7.75 billion ad deal for the U.S. broadcasting rights to both the Summer and less-lucrative Winter Olympic Games from 2022 through 2032. Across 6 Olympic Games, that values the deal at about $1.2 billion per Olympic cycle.

The price rose after a bidding war with the ESPN/ABC/Disney conglomerate.

The previous deal, which includes the Tokyo 2020 Games, ran from 2015 through 2020 (now 2021) and was valued at $4.4 billion. That deal included 2 Summer Olympics and 1 Winter Olympics.

According to Adweek, which reports on the advertising industry, NBCUniversal has more than 120 advertisers for the Tokyo Olympic Games. That’s roughly 20 more than they had in Rio. Out of the 120-or-so advertisers, more than 80 didn’t participate in Rio.

“It has seen the biggest increase in technology, pharmaceutical, and social categories, which are doubling or tripling business from Rio,” Adweek reports. They add that the guaranteed audience delivery metrics for the postponed Games have remained similar to what they were prior to postponement.

NBC says that they expect to continue selling up until the Olympic Games.

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Gator
26 days ago

Awesome

Justin Thompson
Reply to  Gator
25 days ago

Yup, it would be expected that the ad buy would be higher than it was 5 years ago and they need it to cover for the rampant inflation here in the US.

Swan Ronson
26 days ago

Congratulations nbc I guess…
Wish they would have put a little more effort into their trials production

BearlyBreathing
26 days ago

When you’re Simone Biles, do laws apply? Wish I could find out.

Wahooswimfan
Reply to  BearlyBreathing
26 days ago

Yes, all but one (gravity)

Roch
26 days ago

And we’ll see all of them in lieu of watching the distance events.

Joel
Reply to  Roch
26 days ago

Was waiting for this comment 😁

Justin Thompson
Reply to  Roch
25 days ago

They should report the viewers per event to see if the numbers support watching 8 – 15 minutes of a distance event.

swimapologist
Reply to  Justin Thompson
25 days ago

Yeah I mean…nobody wants to hear it…but anybody who was in Omaha saw pretty clearly the relative interest in the distance events.

Pvdh
26 days ago

Most of these are likely just self sales which is what many networks have been having to do for larger events to fill inventory.

BillyBob
Reply to  Pvdh
26 days ago

Wrong. Most of them are Simone Biles ads.

Pvdh
Reply to  BillyBob
25 days ago

I know this is probably a joke but all those Simone ads are self sales from the network to the network.

swimapologist
Reply to  Pvdh
25 days ago

Can you elaborate on what you mean? Because on a surface level, it seems like you’re implying that NBC isn’t really bringing in $1.25 billion in revenue from the Olympics, but based on what they’re paying for the rights…how could they be just pushing money around? That doesn’t make sense to me, so that must not be what “self sale” ads are.

Last edited 25 days ago by swimapologist
deepblue
26 days ago

So basically what you’re saying is Simone Biles is a billionaire

Wave 1.5 Qualifier
Reply to  deepblue
26 days ago

Imagine how much broccolini that will buy.

Snarky
26 days ago

And you know how shotty the coverage will be…

Taa
26 days ago

Can someone tell me what percent the athletes will get?

Xman
Reply to  Taa
26 days ago

The what???

SCCOACH
Reply to  Taa
26 days ago

Lodging for a couple weeks, food, and some Tommy Hilfiger clothes

Taa
Reply to  SCCOACH
26 days ago

Anyone can get that at a homeless shelter

Justin Thompson
Reply to  Taa
25 days ago

Maybe in San Fran were the government spends about $60k per year for each tent.

Justin Thompson
Reply to  Taa
25 days ago

Those who are sponsored by companies buying the ads may benefit if sales increase as a result, but I’m not aware of NBC giving every Olympic athlete a % of the ad buys.

About Braden Keith

Braden Keith

Braden Keith is the Editor-in-Chief and a co-founder of SwimSwam.com. He first got his feet wet by building The Swimmers' Circle beginning in January 2010, and now comes to SwimSwam to use that experience and help build a new leader in the sport of swimming. Aside from his life on the InterWet, …

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