The Tokyo Olympics will be bigger than the 2016 Rio Games for Seven and set up one of the strongest starts to the financial year the media company has ever seen, says chief revenue officer and director of olympics Kurt Burnette.

Seven West Media effectively had to sell the Tokyo Olympics twice due to COVID-19 forcing a delay to the 2020 global event. But the pandemic does not appear to have spooked brands, with Seven claiming ad sales for Tokyo have surpassed that of the Rio 2016 Games.