Comcast's NBCUniversal Brings in Record Olympic Ad Revenue
investopedia
Paris Olympics 2024
Comcast NBCUNiVERSAL
Summer 2024 marked the return of the Games in one of the world’s most iconic cities. Across Comcast NBCUniversal, we delivered the most advanced viewing experience in history—bringing fans closer to the action with Paris as the stage and full crowds back for the first time since 2018. We focused on athletes’ stories of grit, joy, and possibility, making the Games not just something to watch, but something to feel.
The Paris Olympics became NBCUniversal’s most culturally dominant moment of the year, with our creative work supporting coverage, conversation, and audience engagement across platforms.
The Paris Olympics became NBCUniversal’s most culturally dominant moment of the year, with our creative work supporting coverage, conversation, and audience engagement across platforms.
We partnered with 72andSunny to create the broadcast spot that set the emotional tone. Our team at Comcast Creative Group then extended the idea across print, custom content, digital, and social, helping translate a single expression of joy into a broader, company-wide experience.
The journey to Team USA didn’t happen overnight. It’s shaped by years of discipline, setbacks, belief, and small moments that add up. We used social to honor that reality—creating 16 short films that blended motion, typography, and rhythm to spotlight athletes’ individual paths, achievements, and what joy means to them beyond the podium.
The work became a meaningful part of the Olympic social ecosystem, contributing to 354M impressions and 26M engagements across platforms, with performance consistently exceeding benchmarks during the Games.
The work became a meaningful part of the Olympic social ecosystem, contributing to 354M impressions and 26M engagements across platforms, with performance consistently exceeding benchmarks during the Games.
“What brings me the most joy is that I see the journey along the way. That big hurrah moment is just the most joyful thing.”
Noah Lyles
Fastest Man in the World, USA
On TikTok, we invited users to join in with #JoyOfTheGames,
sharing their own takes on celebration moves inspired by Team USA athletes
Grant Holloway, Anastasia Pagonis, and Noah Lyles.
Audience response matched the energy of the challenge. The challenge drove 96M views, with 65% more submissions and 43% higher participation than TikTok’s average Branded Missions.
Audience response matched the energy of the challenge. The challenge drove 96M views, with 65% more submissions and 43% higher participation than TikTok’s average Branded Missions.
Comcast Live
We were honored to support Comcast’s mission to bring the Olympic & Paralympic Games into millions of homes. The big finale was hosting Team USA at our campus to celebrate the amazing achievements of Paris 2024. Together, we cheered, laughed, and marveled at the incredible feats that define the spirit of the Games.
