NBCUniversal projected it would take in more than $1 billion in ad revenue from its broadcasts of Super Bowl LII and the Winter Olympics from PyeongChang, South Korea, both of which are set to be telecast next February, a remarkable sign of confidence in advertiser interest in both sports events.
The Comcast-owned company currently expects to snare around $350 million in ad revenue from the Super Bowl, said Dan Lovinger, executive vice president of ad sales for NBC Sports Group, and anticipates getting a revenue increase in the “low double digits” percentage range above the approximately $800 million it secured from its coverage of the Sochi Winter Olympics in 2014.
“Our marketplace is healthy,” said Lovinger, speaking with reporters Monday. He characterized sales for both events as “brisk,” and suggested NBC had only a “handful” of 30-second spots left in its Super Bowl inventory. “If an advertiser is interested in a premium position within the game, they really need to be in discussions with us,” he said. He said executives “are asking and getting north of $5 million dollars” for 30-second spots in the game, and declined to discuss whether some individual sponsors may be paying less.