Advertising sales for coverage of the Paris 2024 Olympics on US media giant NBCUniversal (NBCU) are moving ahead of where equivalent sales were at a similar point before previous Olympic Games.

Dan Lovinger, president of Olympic and Paralympic partnerships at NBCU, said the broadcaster – which holds US Olympic media rights through 2032 – has sold all its advertising inventory for coverage of the games' opening ceremony, as well as across halftime slots for team events including soccer and basketball.

These sales are complete across NBCU’s broadcast, cable, digital, and streaming sites, Lovinger confirmed.

Peacock, NBCU’s streaming service, will stream every Paris 2024 event live and on-demand – the first time this has happened in the summer Olympics’ history.

The expansion of coverage on Peacock compared to previous editions means that new advertisers can come into the fold.

NBCU is forking out $7.65 billion to be the US Olympics broadcaster until after the 2032 games, through a deal unveiled in May 2014.

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Its coverage of the previous summer Olympics, Tokyo 2020 (delayed until 2021 because of the Covid-19 pandemic), brought in the smallest audience recorded for a summer games since NBCU began broadcasting the event in 1988.

For that edition, NBCU aired the event across two broadcast networks, six cable networks, and multiple digital sites, which led to audience confusion about where each event was available.

Peacock’s programming was available for free, with only some events live, but viewers needed to pay for a premium subscription to watch men’s basketball live.

At Paris 2024, meanwhile, Peacock will stream every event of every sport, including all 329 medal events. The platform will also carry full-event replays, curated video clips, exclusive original programming, and other content.

For its linear network, meanwhile, NBCU will show at least nine hours of daytime programming – more than any previous Olympics – featuring that day’s most popular events, such as gymnastics, swimming, and track and field.

After its daytime coverage, NBCU will deliver a primetime show each night with a three-hour recap of competitions, moments, and stories from the day’s events.

The Paris 2024 Olympic Games will take place between July 26 and August 11.