Beijing 2008: Estimated $1 billion in U.S.
Athens 2004: $927 million in U.S.
Though the near-$900 million price tag for broadcasting rights was steep, General Electric, NBC's parent company, said it expects to surpass $1 billion in advertising revenue for this year's broadcast.
NBC is also likely to surpass the record $133.5 million in profits it netted from the 2004 games. NBC took home a net profit of $70.6 million in 2006. NEXT: Sponsorships