The massive $790 million (€639.47m; £428.6m) investment in the US TV rights for the Olympic Games looks to have paid-off already for America's largest broadcast network NBC.
According to the broadcaster, over the weekend it exceeded $1 billion in Olympic airtime sales across its nationwide network and six cable channels. Word from within NBC's bank vault is that up to $740,000 has changed hands for a single thirty-second primetime slot.
In all, NBC will transmit a record 1,210 hours of Olympic coverage -- three times more than it broadcast during the Sydney games four years ago, and over seven times that of the Atlanta event in 1996.
Data sourced from: BrandRepublic (UK); additional content by WARC staff