The news: NBCUniversal parent company Comcast beat revenue expectations in Q1, with particularly strong growth in its media business thanks to the Super Bowl and Olympics.

By the numbers:

• Revenues: +5.3% YoY to $31.46 billion
• Media domestic ad revenues: +135.3% YoY to $3.46 billion, largely driven by the Super Bowl and the Olympics
• Total media revenues: +60.8% YoY to $7.28 billion, again due to live sports properties
• Peacock paid subscribers: +12% YoY to 46 million
• Peacock revenues: +71% YoY, surpassing $2 billion
• Film studio revenues: +21% YoY to $3.43 billion

Zooming in: The results prove the power of tentpole, popular live sports events to drive results and pique advertiser interest.

Excluding the Olympics and Super Bowl, Comcast’s media revenues only grew 12.7% YoY, while its media domestic ad revenues only increased by 4.7%. That stark gap proves that sports are a cornerstone for both viewers and marketers.