Behind the Numbers: Inside 2026 Winter Olympics Advertising

Podcast: Behind the Numbers: an EMARKETER Podcast
Episode: Inside 2026 Winter Olympics Advertising: Media Fragmentation, Creators & the Brands That Won Gold
Date: February 27, 2026
Host: Marcus Johnson
Guests: Jeremy Goldman (Senior Director of Content), Peter Allen Clark (Senior Analyst & Editor, Media Team)

Episode Overview

This episode dissects the dynamic world of advertising at the 2026 Winter Olympics, focusing on media fragmentation, the rising influence of creators, and which brands struck gold with their campaigns. The conversation features in-depth analysis from EMARKETER analysts Jeremy Goldman and Peter Allen Clark, providing actionable insights for marketers navigating the ever-evolving digital and media landscape.

Key Discussion Points & Insights

1. The Evolving Spirit of the Olympics & Media

Olympics as Modern Media Event

• The 2026 Winter Olympics took place in Milano Cortina, Italy, drawing nearly 3,000 athletes from over 90 nations.
• NBCUniversal's multi-platform effort stood out, battling for attention during a crowded period alongside the Super Bowl and NBA All-Star Game.

“This feels like a very modern Olympics with an old school player trying to embrace all different channels in order to really make it pop.” — Jeremy (04:11)

Fragmentation of Fandom

• Growing focus on individual athlete stories amplified by social media.
• Notable recent storylines included figure skater Ilya “Quad God” Malinin’s record-setting runs and Lindsey Vonn’s dramatic return and crash.

“A lot of the marketing is around the winners... but I thought this could be an interesting angle for advertisers: tell the story of what happens when things don’t go your way—and that’s okay.” — Marcus (08:31)

2. The Role of Creators & Digital Platforms

Creator-Led Content and Athlete as Influencer

• NBCUniversal purposefully brought creators to the Games—targeting "cord nevers" and extending reach to audiences who consume content on social.
• The definition of "creator" has broadened: athletes, content creators, and even non-traditional voices.

“The only way you get that heft is by getting in front of new audiences and converting them. Creators are the way to do that.” — Jeremy (10:49)

Enduring Engagement Beyond the Broadcast

• YouTube: 17% of all global Olympic engagement in 2024, 850 million unique viewers (13:54).
• Nearly half of global sports fans follow sports influencers; that number reaches nearly 60% among 18–44 year-olds (14:36).

Omnichannel Approaches to Advertising

• Fragmented attention led brands and broadcasters to champion omnichannel strategies—meeting audiences not just during live events, but through social, CTV, podcasts, and shopping partnerships.

“Marketers are finding other ways, tangentially related to the actual coverage, to make sure their campaigns are there even if the Olympics isn’t on screen.” — Peter (18:13)

3. Shifting Consumer Behaviors

Older Audiences Adopting Digital Viewing

• Seniors (46+) watched 90+ minutes a day on their phones during the Winter Games, up nearly 50% vs. 2024 Summer Olympics (17:11).

The "Second Screen" Phenomenon

• Nearly two-thirds of social network users are watching streaming content while simultaneously scrolling social media.

“The idea that someone is looking up a product they saw during the Olympics ad—while watching—is very normal right now.” — Jeremy (20:53)

Growth in Digital Viewership

• The share of live sports viewers watching digitally leapt 5 points (65%→70%) between 2024–2025, though total hours rose only 2 points, as audiences increasingly consume highlights and adjacent content (19:14).

Notable Brand Campaigns & Creative Approaches

Coca-Cola: Integrated Athlete Campaigns

• Massive omnipresence leading up to and through the Games; ramped up with a campaign 100 days out, blending social, product portfolio, and athlete ambassadors for ongoing engagement.

“If you want to reach a lot of people, this is the way to go… You need to see this brand everywhere and feel like each touch point accentuates every other.” — Jeremy (22:38)

Hershey's: "Happiness is the Real Gold"

• Sentimental, powerful campaign centered around family and athlete support.
• Featured surprise messages and appearances from athletes’ families, generating authentic emotional reactions and viral moments.
• Multichannel: TikTok Shop (Hershey’s gold medals), Snapchat AR lenses, and broad digital presence.

“They were real people competing in real games… they found unique, but also very particular to that brand, ways of showing up.” — Peter (24:38)

Other Standouts

• Walmart: "Here’s to Starting"—aspirational storytelling about a girl’s Olympic dream and her first skates from Walmart.
• Comcast/NBCUniversal: "When it comes to Team USA, we’re all on the same team"—focused on unity over rivalry, leveraging local sports fandoms to lift national team spirit (27:41).

Data & Cultural Takeaways

Importance of Cultural Moment Marketing

• At least half of all generations, and over two-thirds of millennials, expect brands to be involved in major cultural events like the Olympics (28:00).
• Marketers place high value on advertising during major international sports events to avoid commoditization and reach diverse audiences (29:00).

“It’s important to show up at these moments because we’re all going to be there, and we want to see you there if we want to buy your products.” — Peter (28:30)

Memorable Quotes & Moments

• Jeremy, on fragmentation and innovation:
  “Linear NBC is... primarily linear, even though they've done a great job promoting Peacock… bringing creators along and giving them content actually at the Games.” (10:02)

• Peter, on creator evolution:
  “There’s been this real bridging of athletes as creators that goes hand in hand, and even non-traditional creators.” (11:16)

• Marcus, on digital engagement:
  “The number of people moving over to digital to watch live sports is climbing. But they’re not necessarily watching the live thing, because there are so many other ways to consume that content.” (19:14)

• On Hershey’s campaign's impact:
  “Two things made me cry on TV. The Green Mile, such a good film. And this Hershey’s campaign. It’s your happy place. It’s so beautiful.” — Marcus (29:26)

Timestamps for Major Segments

• Olympics History & Context: 01:08–04:14
• Why Watch the Games This Year? 04:15–09:11
• Athletes as Creators, Social Media’s Role: 09:11–14:36
• Media Fragmentation & Platform Stats: 14:36–18:13
• Older Audiences & Changing Viewership: 17:11–18:17
• Omnichannel & Second-Screening: 18:17–21:38
• Brand Strategies & Best Campaigns: 22:11–28:00
• Cultural Importance & Final Data: 28:00–29:26
• Memorable Farewells: 29:45–29:58

Conclusion

This episode paints a comprehensive picture of the 2026 Winter Olympics as a showcase for how brands, creators, and platforms are innovating in an age of media fragmentation. The strategies that stood out blended omnichannel reach, cultural sensitivity, and genuine storytelling—reminding marketers that, in moments of global attention, authenticity and connection are as important as ever in winning hearts, minds, and gold medals.