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.