With 85 percent of its commercial inventory for the 2008 Olympics already sold, NBC Universal is expected to take in some $1 billion in ad revenue across its flagship channel, cable networks, and digital hubs. This beats 2004's take, and rates are about 10 percent higher than last time.

Not mentioned in The Hollywood Reporter's virtual press release on the matter? That NBC shelled out some $1 billion to score the exclusive broadcast rights to the Olympics. So, uh, congratulations on breaking even?