NBCUniversal reported today that it has reached a milestone in its efforts to sell advertising time for the upcoming London Olympics. Sales have topped $1 billion, according to The Hollywood Reporter, already surpassing the network’s total sales for the 2008 Olympics.

“Sold across its six television networks (NBC, NBC Sports Network, MSNBC, CNBC, Telemundo and Bravo), its streaming website NBCOlympics.com, and mobile apps, it marks a record haul for Olympic broadcasts, and is $150 million more than NBCUniversal took in during the entirety of the 2008 Summer Games in Beijing,” the story reports.

Seth Winter, executive VP of sales and sales marketing for NBC Sports Group, said in a statement: "This feat is a testimony to the quality of Olympic programming and the unparalleled way NBCU presents, produces and covers the Games. It also demonstrates the power of the Olympics. No other property has such as diverse group of sponsors, who can target the broadest range of demographic and psychographic audiences. We are not done yet and will continue to sell during the Games."

Despite the cheery announcement, insiders say NBCU will lose about $200 million on the 2012 Olympics. “It is, in large part, being used as a platform to relaunch its new ‘Today’ show team, with co-host Savannah Guthrie, as well as its new primetime lineup, which could use some major assistance in the wake of its cellar-dwelling 2011-2012 season,” THR reports.

NBC will present two pilots commercial-free during the Games, the story notes: the Matthew Perry vehicle “Go On,” and “Animal Hospital.” Additionally, J.J. Abrams’ futuristic drama “Revolution” will have a six-minute preview during the coverage, as previously reported.

The report adds: “Among the buyers is President Obama’s re-election campaign, with $6.5 million in ads secured already. On the flip side, GOP rival Mitt Romney’s campaign has yet to purchase an Olympic-set ad.”