With the London Olympics less than a month away NBC is on pace to generate nearly 1 billion dollars from advertisements. After spending nearly 2 billion for broadcasting rights, this is good news for the network. In 2008 the network took in about 850 million dollars for the Beijing Summer Games. Unlike in 2008, NBC will not tape-delay for the American audience and believes that with the use of the internet, and internet enabled mobile devices, this year’s Olympics will be the most digitally efficient Olympics to date.

According to Nielsen, 211 million viewers in the U.S. tuned in to the Beijing games in 2008. That number is going to go way up. With the ability to watch all events from anywhere on almost any device, the accessibility alone when bring in millions of fans that may not have tuned in previously. According to NBC Olympics SVP, programming Peter Diamond, NBC will stream 3,500 hours of live coverage from London, showcasing every single event available.

Its that increase in audience size and the belief that social media and online video will lead to more people watching on television or elsewhere that has helped bring in such a healthy number of ad dollars. But of course, with such a great offering of online video, NBC had to make sure Big Cable had nothing to fear, requiring live streamers to authenticate with their cable provider before they can watch anything at NBCOlympics.com. Even still the broad appeal of the Olympics will turn out to be a big success.

Seth Winter, NBC Sports Group EVP of sales and sales marketing, acknowledged that “One of the great things about selling the Olympics is, the audience is almost evenly split between male and female viewers…So we have a much broader definition of what our endemic categories are.”

NBC is teaming up with comScore to track and measure multi-platform viewing habits.