Committing to even more wall-to-wall coverage of the Paris Summer Olympics games, NBCUniversal said it will be presenting the first ever commercial-free hour of the opening ceremony. 

But major brands won’t be left entirely behind, and will get more simple onscreen logo messaging, which will be rotated in 10-minute increments throughout the hour.

The brands that will have messaging include the Coca-Cola Company, Delta Airlines, Eli Lilly and Company, Toyota Motor Corp., Visa, and Xfinity Partner.

The previous Opening ceremony, held during the Tokyo Summer Olympics, held in the summer of 2021 in the midst of the pandemic -- had a 36% decline in TV viewing versus the 2016 Rio Olympics, to 17 million.

NBC has said the Paris Summer Olympics will set a new record for national TV advertising spending. In April of this year, total ad spending was at $1.2 billion.

In 2021, NBCU said the Tokyo Summer Olympics brought in $1.25 billion. Before that, the Rio Summer Olympics hit a reported $1.2 billion in ad revenue. 

Instead of a typical stadium-held event, the unusual Paris opening ceremony, which will air on Friday, July 26, will be held on the River Seine, featuring a four-mile-long flotilla of nearly 90 boats carrying thousands of athletes from more than 200 countries.

In addition to its highly rated traditional live, linear television coverage on NBCU networks, its premium streamer Peacock -- in a first -- will be airing live streaming of all 329 medal events encompassing 5,000 hours.