09/14/2008 05:12 am ET Updated May 25, 2011

NBC Sells Another $10 Million In Olympics Ads

NEW YORK -- Things just keep getting better for NBC Olympics.

The network has sold $10 million more in advertising since the beginning of the Beijing games last Friday, thanks to NBC's strong ratings and high buzz surrounding gold-medal swimmer Michael Phelps and other athletes. That's atop an already record-breaking $1 billion in revenues that NBC Universal secured before the games began.

"The Olympics have completely captivated the American public and further ignited our sales efforts," said Seth Winter, senior vp sales/marketing at NBC Sports & Olympics. "Americans are consuming our Olympic coverage in record numbers and in every way."

NBC had inventory to sell because networks traditionally keep some commercial time in case the ratings disappoint and makegoods are required. Or, in the case of NBC, some of that inventory is now being sold, although it wasn't clear what dayparts or the price.

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