Broadcasters and advertisers expected a lot from the Olympics — was it worth it?

With the closing ceremonies a memory and medals stowed in trophy cases or trotted out all over social media, the Paris Summer Olympics are finally done. But advertisers’ and broadcasters’ work continues.

Media companies such as NBCU and Channel 4, and marketers at major brands such as Nike, Bridgestone and Samsung, are crunching the numbers to figure out which channels were most useful and how many viewers engaged with the thousands of hours of broadcast sport.

Dan Lovinger, president, advertising sales, NBC Sports Group, told Digiday in an email that the Paris Olympics were “consumed in massive numbers,” with a daily average of 30.4 million viewers across its various channels. The Games netted $1.2 billion in ad revenue. The company secured its highest-ever tally for the Olympic Games and more than that brought in by the Tokyo and Rio games combined, he added. As for the Paralympics, the company saw a 60% increase in sales.

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