Dan Lovinger, executive VP of ad sales for NBC Sports Group, said the record proceeds would be driven by the $5 million price tag for a 30-second ad - and strong ad demand for lead-out program "This Is Us".
For the two events, Lovinger expects sales to top $1.4 billion.
The figure includes $900 million for the Olympics in South Korea, which start February 9.
Four all-white co-hosts of the Fox News program Outnumbered expressed outrage that National Football League players might kneel at Super Bowl LII to protest systemic racism in America. "I was a Raiders and Ravens fan, and I'm telling you, it destroyed my soul when I watched the Super Bowl a year ago". The event last year, which was broadcast by 21st Century Fox, drew 111.3 million viewers, slightly down from the 111.9 million a year earlier.
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Most large technology shares also rose, with Apple, Amazon, Google-parent Alphabet and Microsoft all winning one percent or more. The S&P 500 gained 0.5 percent and reached an all-time high, with energy and industrials as the best-performing sectors.
"Didn't half of their viewers just turn off the dial for the Super Bowl weekend?" co-host Katie Pavlich opined.
The anthem protest conversation reached new heights following Donald Trump's comments and tweets demanding that teams remove any players who choose to kneel.
Eli Harold, Eric Reid, Marquise Goodwin and Louis Murphy of the San Francisco 49ers kneel during the national anthem before a game. It routinely is one of the biggest and most-seen performances of an entire artist's career; while the Anthem is a tough song, it makes sense that nearly anyone would want to sing it.
A vast stable of advertisers will run spots during this year's Super Bowl, with vehicle makers continuing to have a strong presence and increased buying by consumer packaged goods companies, Lovinger said.
"All we've seen is enthusiasm", he said.