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NBC Sports confident of $1bn+ Rio Olympics advertising gold rush

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By John Glenday, Reporter

January 15, 2016 | 1 min read

NBC Sports are predicting an advertising bonanza at the 2016 Olympics in Rio de Janeiro amidst expectations that sales will exceed the $1bn racked up in London.

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The confident prediction was made by Seth Winter, executive vice-president of advertising for NBC Sports Group, who said: “We expect to exceed the $1 billion we generated in London. We are exceeding the pace for London now. We are on a record pace.”

This arises due to an increase in the number of live broadcasts from this year’s games owing to its similar time zone to the US, leading to projections of bumper ratings within the lucrative American market, with advertisers attaching a premium to live broadcasts.

Such expectations will be music to the ears of accountants at NBC Universal and its parent company Comcast, after the media conglomerate splashed out a hefty $4.4bn to acquire broadcast rights for the Games through to 2020 – and subsequently a further $7.75bn for the rights to 20132.

The Rio Olympics will take place between 5 and 21 August.

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