The Olympics have been a mess for Japan, but they might not be for NBCUniversal.
The Games’ primary U.S. broadcaster expects to bring in $2.25 billion in ad revenue, per the New York Times, nearly double the $1.2 billion it earned from Rio 2016.
While advertisers have adjusted strategies to reflect the pandemic-related struggles the Tokyo Olympics have endured, they ultimately expect a large audience, and are willing to pay for ad space.
- NBCU has set the price of a 30-second primetime commercial at $1.25 million.
- In 2011, NBCU parent Comcast paid the International Olympic Committee $4.38 billion for the four Olympics from 2014 to 2020. It extended that deal in 2014 to include the Summer and Winter Games from 2022-2032 for $7.75 billion.
- NBC partnered with Twitch to produce 150 hours of programming surrounding the Games; Snapchat is creating five daily shows.
NBCUniversal has a slew of top sports broadcasts on the schedule in the coming year: It will air the Super Bowl in February and the FIFA World Cup in November 2022.
The network is reportedly seeking up to $6 million for each 30-second Super Bowl ad and has already sold 85% of those slots.
![[US, Mexico & Canada customers only] Sep 28, 2025; Bethpage, New York, USA; Team USA's Bryson DeChambeau reacts after hitting his approach on the 15th hole during the singles on the final day of competition for the Ryder Cup at Bethpage Black.](https://frontofficesports.com/wp-content/uploads/2026/03/USATSI_27197957_168416386_lowres-scaled.jpg?quality=100&w=1024)
