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Record Ad Revenue for Milano Cortina Games
6 Jan
Summary
- NBCUniversal sold out all ad spots for the 2026 Winter Olympics.
- Over 100 new advertisers joined for the Milano Cortina Games.
- This marks the highest-grossing Winter Olympics ever for ad revenue.
NBCUniversal has announced a complete sell-out of advertising inventory for the 2026 Winter Olympics in Italy. This unprecedented demand comes over a month before the Games' opening in early February. The Milano Cortina Games will feature more than 100 new advertisers, making it the most lucrative Winter Olympics ever in terms of broadcast and digital revenue.
The sold-out ad slots extend to other major February events, including the Super Bowl and the NBA All-Star weekend. This indicates a significant interest from advertisers in reaching large audiences through live sports. NBC Sports & Olympics leadership noted this is the first time in the company's history that inventory has sold out this far in advance.
The Milano Cortina Games are scheduled from February 6 to 22, with events taking place in Milan, Cortina d'Ampezzo, and surrounding venues. A notable 31% increase in the adoption of streaming platform Peacock's ad innovations has been observed, with over 85% of Olympic brand partners investing digitally.
