NBCUniversal has set records for single-event advertising sales with the London 2012 Olympics, taking in a staggering $1 billion for the event. For the Beijing Summer Games in 2008, NBCU sold around $850 million.
"It is an important number and a symbolic number for us," said Seth Winter, the executive vice president for sales of the NBC Sports Group, in a statement. "It is unprecedented for any event to hit that kind of number."
The ad total includes sales from across NBCU portfolio, including NBC itself, MSNBC, CNBC, Bravo, Telemundo, the NBC Sports Network, NBCOlympics.com, mobile apps and a new 3D channel.
The main growth area is digital advertising, which is up 200% from Beijing. NBCU plans to stream 3,500 hours of programming across all events, and provide mobile and tablet apps. So digital ad sales have reached $60 million. In 2008, NBCU streamed 2,200 hours of content and had no apps strategy.
"This is a tremendous accomplishment that is a credit to the hard work of our entire Olympic team and speaks to the long-term benefits of our Olympic investment," said Mark Lazarus, the chairman of NBC Sports Group.
"The proliferation of our digital, mobile and tablet Olympic content, including the decision to live stream all sporting events, played a vital role in reaching this extraordinary milestone."