NEW YORK: NBC Universal's multi-million dollar investment in broadcasting the Beijing Olympic Games has proved to be a gold medal winning move.

The event is reportedly the most watched in US television history, attracting 214 million viewers, on the back of which the network has taken an estimated £1 billion (€676m; £544m) of advertising.

NBC paid $894m for the rights to air 3,600 hours of Olympics over sixteen days across a number of media platforms – including mobile and online.

The average audience for its primetime coverage was 27.7 million, up 11% on the Athens Games four years ago.

Data sourced from; additional content by WARC staff