NBCUniversal announced on Tuesday that all commercial inventory for the upcoming telecast of the 2026 Winter Olympics from Milan Cortina has been completely sold out. This marks a significant milestone for the media company, highlighting the increasing reliance on sports and live events for traditional media companies. The successful ad sales for the Winter Olympics follow NBC’s sellout of ad time for Super Bowl LX and the NBA All-Star Game, demonstrating the company’s strong position in the advertising market.
In previous Winter Olympics events, NBCUniversal generated approximately $900 million in advertising revenue for each of its broadcasts, including the 2022 Games from Beijing and the 2018 Games from PyeongChang. The company has now achieved the highest linear and digital revenue in Winter Olympics history for the upcoming Milan Winter Olympics, although specific figures were not disclosed.
Peter Lazarus, Executive Vice President of NBC Sports & Olympics, Advertising and Partnerships, expressed excitement about the unprecedented demand for advertising inventory for the upcoming Winter Olympics. He emphasized the company’s commitment to delivering a world-class viewing experience for fans while providing brands with the powerful advertising platform that the Olympics offer.
NBC’s strong focus on sports ad sales is evident in its extensive sports programming lineup, including Olympics telecasts, Super Bowl coverage, and NBA matches. The recent acquisition of rights to Major League Baseball games further solidifies NBCUniversal’s position as a sports powerhouse, attracting the attention of advertisers looking to reach a diverse and engaged audience.
Mark Marshall, Chairman of Global Advertising & Partnerships at NBCUniversal, highlighted the company’s success in sports advertising, citing the strong Sports Upfront, early sellout of Super Bowl LX, and the resurgence of the NBA as key factors contributing to NBC’s status as a leading destination for advertisers.
Building on the momentum from the recent Summer Olympics telecast from Paris, NBCUniversal is gearing up for an exciting Winter Olympics broadcast. The company’s innovative approach to streaming experiences, curated event coverage, and celebrity appearances has attracted over 100 new advertisers to the Winter Olympics. Additionally, nearly 60 advertisers have invested in unique elements of the Games, while more than a dozen have secured sponsorships that will enhance the live sports viewing experience for fans.
As NBCUniversal continues to showcase its strength in sports programming and advertising, the sold-out commercial inventory for the upcoming Winter Olympics underscores the company’s ability to deliver engaging content and valuable advertising opportunities to brands and viewers alike.
