NBCUniversal continues to rack up wins from its sports-heavy February.

This week, NBCU announced it had secured the highest-grossing advert gross sales in Tremendous Bowl historical past for Tremendous Bowl 60. Fox beforehand held the file for Tremendous Bowl 59, reporting greater than $800 million in revenue across Fox and Tubi.

NBCU didn’t reveal the ultimate numbers; nevertheless, they are going to possible be introduced throughout its subsequent earnings name within the spring.

The information isn’t an enormous shock. Forward of the sport on Feb. 8, ADWEEK reported that “a handful” of NBCU’s 30-second Super Bowl spots were going for $10 million or more. It was the primary time a broadcaster had reached that threshold.

Mark Marshall, NBCU’s advert gross sales president, beforehand instructed ADWEEK that advert gross sales reached these historic figures as a result of market demand in addition to NBCU creating packages to permit advertisers to have stock throughout its February sports activities occasions, which included the Tremendous Bowl, the Milan Cortina 2026 Olympics, and the NBA All-Star Recreation. Due to this, NBCU had round 70% of advertisers investing throughout a number of occasions.

“Whereas I might like to say it’s good technique and execution, a part of it’s simply {the marketplace} demand,” Marshall beforehand instructed ADWEEK relating to NBCU’s $10 million Tremendous Bowl adverts. “We did begin earlier this 12 months than in years previous. There was a lot curiosity within the Tremendous Bowl and the Olympics, so we went to {the marketplace} earlier with packages that would come with each of them.”

Along with the Tremendous Bowl file, NBCU introduced in January that the Winter Olympics had also set a new ad-sales revenue record whereas reaching an early sellout.

Amongst NBCU’s extra February highlights for what it calls its “Legendary February,” the corporate stated greater than 250 distinctive advertisers had been represented throughout Tremendous Bowl LX, the Milan Cortina Winter Olympics, and NBA All-Star Weekend. Of these corporations, 60% had been new from 2022, the final time NBCU had the Tremendous Bowl and Winter Olympic Video games collectively. Plus, greater than 80 advertisers had customized advertising and marketing packages.

Moreover, the bundling labored, in accordance with NBCU. The corporate reported that its Legendary February occasions reached greater than 215 million individuals, and Olympic viewers who watched all three Legendary February occasions had been 53% extra prone to have interaction with manufacturers.

In line with the corporate, NBC greater than doubled (2.1x) the search engagements for manufacturers when in comparison with the interval across the 2024 Paris Olympics. The occasions additionally had a halo impact for Peacock, with NBCU saying the streamer had its “greatest week ever in digital consumption and attain.”