Just four days into the 2024 Paris Summer Olympics, NBCUniversal says it has broken another Olympic record for advertising revenue -- exceeding the $1.25 billion pulled in for the entire two-week run of the 2021 Tokyo Summer Olympics.

NBCU did not disclose a specific advertising-revenue dollar amount.

NBCU did say that 70% of the brands advertising in the Paris games are first-time Olympic advertisers, spending nearly $500 million. In addition, digital advertising revenue has more than doubled its levels achieved in the Tokyo games.

There are more advertisers in the Paris Games than in the 2021 Tokyo Games and the 2016 Rio Summer Games combined, NBCU says.

Mark Marshall, chairman of global advertising & partnerships at NBCUniversal, said in a release that sponsoring brands and NBCU have made major innovations in the Olympic ad experience for these games. “The 2024 Paris Games have delivered a uniquely powerful halo for brands... leaving a lasting impact on consumers.”

On Monday, NBCU said the first three days of the Paris Olympics grew 79% over the Tokyo games, averaging 34.5 million viewers across all its platforms.

These results came from NBC’s "Total Audience Delivery" measure -- data derived from Nielsen’s live-plus-same day fast national results and Adobe Analytics’s digital data.