• by Wayne Friedman , Yesterday

Building on ever-increasing demand for linear and streaming live sports, NBCU has sold out the 2026 Milan Cortina Winter Olympics Games with four weeks to go.

NBCU did not reveal specific financial details. But NBCU said these Games mark "the highest grossing Winter Olympics of all time.”

During the previous 2022 Winter Olympics Games in Beijing, NBCU was estimated to have taken in approximately $963 million. The 2024 Summer Paris Olympics took in an estimated $1.2 billion in advertising revenue.

NBCU says over 100 new advertisers are buying into the Games. In addition, it notes that this is the highest-grossing ad revenue for the Winter Olympics for each of its linear TV and digital media businesses.

Virtually all its brand partners -- 85% -- are investing in digital media for these Games.

The number of advertisers buying into NBCU’s premium streamer Peacock for the Games has grown by 31% for Milan Cortina, compared to the levels of the 2024 Summer Paris Olympics.

Nearly 60 advertisers are buying “unique” marketing elements -- up 174% from Beijing 2022 levels.

In addition, NBCU says it has also sold out the NBA All-Star Game to be held in February, as well as “Super Bowl LX,” which the network previously announced in September.

According to reports, NBCU sought a record price of $7 million for 30-second Super Bowl commercial spots, with the media company getting that and more.

Final prices climbed to $8 million, as inventory sold out quickly.

The company is marketing all three sporting events as a “Legendary February” programming month.

The Winter Milan Cortina Olympics will air from February 6 to February 22. “Super Bowl LX” is on Sunday, February 8, and the NBA All Star Game will air on Sunday, February 15.