Comcast says ad rates for fall TV up double-digit percentage from last year

FILE PHOTO: The NBC and Comcast logo are displayed on top of 30 Rockefeller Plaza, formerly known as the GE building, in New York, New York, U.S. on July 1, 2015. REUTERS/Brendan McDermid/File Photo

(Reuters) - Comcast on Thursday said advertising rates and the volume of ad inventory it sold for the fall television season rose by double-digit percentages from the same period last year, as the parent company of NBCUniversal sought sponsors for inventory that included the upcoming 2022 Winter Olympics and Super Bowl LVI in February.

This was the first “upfront” sales period in which Comcast sold local, national and global advertising inventory together, for both traditional TV and digital programming. The upfronts are a series of annual presentations held in May by TV broadcasters to preview the upcoming season of shows for advertisers.