NEW YORK (AP) — NBC said Wednesday that it has topped the $1 billion mark in advertising sales for the Olympic Games beginning this week in London.

That tops the $850 million in ad sales for the Beijing games in 2008 and is the biggest advertising haul ever for an Olympics, NBC said. Advertisers have plenty of options, since NBC Universal is showing some 5,535 hours of the Olympics on NBC, Telemundo, cable affiliates like MSNBC, CNBC and the NBC Sports Group, and online.