8 months ahead of Tokyo 2020, NBC clocks $1bn+ ad sales

NEW YORK: The 2020 Summer Olympics in Tokyo is still eight months away but NBCUniversal has already received more than $1 billion in national advertising commitments for the quadrennial mega event, the company said Tuesday.

The network projects that it will easily surpass the record $1.2 billion it generated for the 2016 Summer Games in Rio.

Dan Lovinger, EVP of Advertising Sales for NBC Sports Group, on a conference call with reporters Tuesday, said the company expects to surpass Rio’s total of $1.2 billion in national ad sales. The Olympics will run between July 24 and August 9, 2020.

The network will provide 7,000 hours of programming during the three week event between July 24 and August 9, 2020. It is also not differentiating between digital and linear viewers. NBC will air ads across multiple platforms. In total, it is expecting more than 200 million viewers for the 2020 Summer Olympics.

Sister business news network CNBC quotes NBC executives as having said the company has created a “single audience guarantee” for whether a viewer is watching via linear television or on a digital platform. The cost of ads range between $1 million and more than $100 million, the executives told CNBC.

Executives said this enables advertisers to “toggle back and forth” to take advantage of spikes in viewership — making so they’re not really delineating between a linear viewer or a digital viewer, they said.

Since NBC exclusively owns the rights to distribute in the US through 2032, executives said they’re able to create partnerships with social platforms and distribute content in various formats depending on how viewers are consuming it. For instance, NBC and Twitter announced over the summer the social media platform will show limited live event coverage and shows.