NBC Universal will likely earn more than $1 billion in advertising sales, through TV commercials and online ads, for the Beijing Olympics. Click here to see the top spenders in this year’s Olympic Games.

NBC Universal said today (July 29) that it has sold 96 percent of its Summer Olympics advertising inventory, with the first telecast just 19 days away, reports Mediaweek.

Seth Winter, svp sales, NBC Sports & Olympics, said sales have picked up so strongly that “we will soon reach the point where we will hold back inventory to sell during the games.”