MUMBAI: NBCUniversal has said it has sold $1 billion worth of national television and digital advertising for the London Olympics $150 million more than what it made in the previous edition.

The ad total includes sales from across NBCU portfolio, including NBC itself, MSNBC, CNBC, Bravo, Telemundo, the NBC Sports Network, NBCOlympics.com, mobile apps and a new 3D channel.

NBCU said its decision to live stream every athletic competition on NBCOlympics.com and, for the first time, on the NBC Olympics Live Extra app for both mobile devices and tablets, significantly contributed to NBCU’s ability to reach $1 billion.

It will stream more than 3,500 hours of content including all 32 sports and 302 medals.

Digital ad sales for London have exceeded $60 million, roughly three times more than the total for Beijing when NBCOlympics.com alone live streamed 2,200 hours and 25 sports. National television ad sales for London games account for more than $950 million, up approximately $100 million from Beijing.

NBCUniversal is presenting 5,535 total hours of coverage of the 2012 London Olympics across NBC, NBC Sports Network, MSNBC, CNBC, Bravo, Telemundo, NBCOlympics.com, the NBC Olympics Live Extra mobile and tablet app, two specialty channels, and the first-ever 3D platform, an unprecedented level that surpasses the coverage of the 2008 Beijing Olympics by nearly 2,000 hours.

"This feat is a testimony to the quality of Olympic programming and the unparalleled way NBCU presents, produces and covers the Games," NBC Sports Group EVP, Sales & Sales Marketing Seth Winter said in a statement. "It also demonstrates the power of the Olympics. No other property has such as diverse group of sponsors, who can target the broadest range of demographic and psychographic audiences. We are not done yet and will continue to sell during the Games."