National TV ad spending on Summer Olympics (% change) according to Kantar:
1) 2008 (Beijing) – $939M
2) 2012 (London) – $1.2B (↑ 32%)
3) 2016 (Rio) – $1.8B (↑ 50%)
4) 2020 (Tokyo) –$2.3B (↑ 22%)

Unique advertisers for Summer Olympics (% change):
1) 2016 (Rio) – 100
2) 2020 (Tokyo) -120+ (↑ 20%)

Quote from Michael Beach – CEO @ Cross Screen Media: 👀
“It will be interesting to see how their team executes on it. Will they be able to fill all that inventory? Is it all package deals with TV? Or are they going out beyond the 200 biggest national TV advertisers and really growing the base?”

Estimated cost per 30s spot (% change):
1) 2016 (Rio) – $1.0M
2) 2020 (Tokyo) – $1.2M (↑ 15%)

Quote from Jeff Shell – CEO @ NBCUniversal:
“Depending on how ratings are, it could be the most profitable Olympics in the history of the company.”

More: Inside Comcast’s Plan to Feature Real-Time Olympic Footage in Commercials