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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Brook edwards
1 year ago

The advertisers are going to loose their ass if they have to pay the full price. The Olympics are a flop. The only thing that will be watched is simone

Texas Tap Water
1 year ago

And yet they can’t afford to hire decent swimming commentator

Bobo Gigi
1 year ago

By the way shame on the criminals and dictators of NBC for imposing on the whole world swimming morning finals to the detriment of billions of people and more important to the detriment of swimmers.
And of course shame on the corrupt IOC for allowing that scandal too.

Joel
Reply to  Bobo Gigi
1 year ago

I don’t always agree with you Bobo but today I do

You Don’t Say
Reply to  Bobo Gigi
1 year ago

The tail (NBC) wagging the dog (Olympics)…the dog food (athletes)…the result (dog doodoo)

Bobo Gigi
1 year ago

Is there something else than money that NBC cares about?

Not Tapered 🏊
Reply to  Bobo Gigi
1 year ago

I’m sure they have some corporate giving programs like the NBC Universal Foundation that gives over $20 million a year.

Also, that NBC money helps fund the Olympics?
https://olympics.com/ioc/news/ioc-awards-olympic-games-broadcast-rights-to-nbcuniversal-through-to-2032/

Swim4fun
1 year ago

Implication? Only the opening and closing 50 will be shown for the 1500m

Verram
Reply to  Swim4fun
1 year ago

U mean they won’t show Katie Ledecky go for gold ??

Mr Piano
1 year ago

I hope they choke on it in their dreams

1650 Onetrick
1 year ago

Wherever that money’s going, it sure isn’t to production

Drew Dweetzer
1 year ago

What will happen to NBC’s large investment if the US (and other countries) boycott the 2022 Beijing Olympics?

They are probably insured (but with a big deductible).

Verram
Reply to  Drew Dweetzer
1 year ago

Easy they’re gonna sue lol

Justin Thompson
Reply to  Drew Dweetzer
1 year ago

Good point. Most US companies turn a blind eye to what goes on in China so NBC would fully support a 2022 Olympics.

About Braden Keith

Braden Keith

Braden Keith is the Editor-in-Chief and a co-founder/co-owner 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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