Olympic Ad Sales Reach More Than $1 Billion

The record-breaking revenue is coming from both television and digital advertising, which is more profitable than ever

By ConsumerBob and Monica Garske
|  Wednesday, Jul 25, 2012  |  Updated 8:54 PM PDT
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Olympic Ad Sales Reach More Than $1 Billion

NBCSanDiego

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The 2012 London Olympics begin Friday and NBC Universal says advertising sales are already hitting record numbers – reaching more than $1 billion.

This year, Olympics advertisers are buying more than just ads for television.

Already ad sales are $150 million more than they were for the 2008 Beijing Olympics which, until now, held the ad sales record.

The major change this time around is the fact that NBC is now showing all the games online, making the Internet another profitable place to advertise.

For the first time ever, viewers will be able to see virtually all of the Olympic events on an office computer, personal computer, tablet or smartphone.

And, when viewers find Olympic competition on the small screen, they’ll also see advertising.

Four years ago NBC showed the games on all of its cable channels, a huge addition at the time.

But now viewers can take the games with them. This may really appeal to younger viewers since the games are essentially coming straight to them.

“And in this day and age where many people are getting their media consumption online this is an important aspect for NBC. It just increases the value of the sponsorship to them. It give them an opportunity to generate more revenue,” explained San Diego State University marketing professor George Belch.

NBC says digital ad sales have topped $60 million – three times the amount they sold in 2008.

In fact, back then, there were no mobile of tablet applications.

Also shifting the Olympics advertising game: London plans to broadcast 2,000 more hours of Olympic programming than what was shown from Beijing.

To get those mobile apps, click London 2012.

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