The Opening and Closing ceremonies of the Beijing Olympics used large quantities of music owned or administered by GEM companies: CRC Jianian Inc and China Music Publishing. The Opening Ceremony was broadcast worldwide to an estimated audience of over two billion, nearly a third of the Earth's population. Music was also used throughout the Games, and significant royalties are expected from the international broadcasts of the Olympic events. NBC alone took in more than $1 billion in advertising revenues, making it the biggest haul ever in the history of Olympic Games broadcasts.