Comcast (CMCSA) estimates that advertising sales for the 2016 Rio Olympics will exceed $1 billion, as the advertising gold rush begins to kick off ahead of next year’s Summer Games. NBC pulled in around $1.3 billion in advertising sales for London’s 2012 Olympics, setting a new record and dwarfing the $850 million payed by advertisers for its Beijing coverage. But next year’s games may well push the bar even higher. NBC Sports, which will carry coverage of the sporting events, has lined up commitments from multiple advertisers already, including big ad players like: Nike (NKE), Coca Cola (KO), Kellogg’s (K), United Airlines (UAL), BMW (BMW) and Procter & Gamble (PG). Rio De Janeiro’s time zone is favorable for large scale viewership, clocking in one hour ahead of New York’s Eastern Standard Time. NBC expects around 20 million viewers to tune in each day for the live events broadcasts, which include the addition of golf and rugby in the 2016 lineup.
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