Pundits have been saying political and Olympic ad dollars will boost television revenue this year.
NBC says dollar volume for the summer Olympics in Rio is pacing ahead of 2012 games.
NBC has passed a total of $1 billion in national ad sales, which includes broadcast, cable and digital inventory.
Four years ago, the broadcaster reached that milestone two days before the Long games began, reports Ad Age.
Adding in local affiliate and NBC O&O revenue to the 2012 total, NBC hauled in $1.3 billion, a break-even figure.
NBC Sports Group EVP Ad Sales Seth Winter tells Ad Age there’s still primetime inventory available on the broadcast network and cable inventory.
The broadcaster is paying about $1.28 billion for the rights to air the games in August; that includes $100 million in production costs.