NBCUniversal Says Olympic Games Remain “The Great Aggregator Of Viewership”, With Paris Ad Revenue Ahead Of Tokyo Pace
deadline.comNBCUniversal still considers the Olympic Games to be “the great aggregator of viewership,” in the words of top exec Dan Lovinger, and sees 2024 revenue for Paris on pace to exceed the tally of the 2020 Tokyo Games.
Lovinger provided the outlook on Olympic ads during Advertising Week in New York, echoing recent public comments by NBCU. He said it has sold out its inventory on live coverage of the Opening Ceremony as well as all planned halftime sponsorship positions for team sports like soccer and basketball across linear, streaming and digital platforms.
The Paris Games will run from July 26 to August 11. Due to Covid, the Tokyo Games were eventually held in 2021, but many ad categories still hadn’t returned to full strength by then and live telecasts were defined by masks and empty seats, not exactly a marketer’s dream.
Digital is on a growth curve, NBCU said. In a Summer Games first, everyOlympic and Paralympic event will stream live and on demand on Peacock, with NBC and Peacock serving as primary hubs.
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