Overview
- All ad inventory is closed for the 2026 Winter Olympics, with Super Bowl LX and NBA All‑Star Weekend also fully sold, NBCUniversal said.
- More than 100 new advertisers signed on for Milano Cortina, making it the highest‑grossing Winter Olympics for broadcast and digital revenue.
- Over 85% of Olympic brand partners are investing digitally, and adoption of Peacock’s ad innovations is up 31% from Paris 2024.
- Nearly 60 advertisers bought unique marketing elements, up 174% from Beijing 2022, and sponsorship investments rose about 75% from Paris, according to company figures.
- NBCU expects the combined February programming to reach nearly two‑thirds of Americans; the Games run Feb. 6–22, with an opening ceremony featuring Mariah Carey and Laura Pausini.