17-Day Event Has Already Reached Nearly 215 Million People with Unprecedented Advertiser Impact
Company Delivers Strongest Advertising Revenue in Winter Games History and Highest Total Advertising Revenue for a Super Bowl
- NBCUniversal’s “Legendary February” has become a defining marketplace moment for brands – uniting premium sports, industry-leading tentpoles, and best-in-class storytelling on an unmatched scale.
- Fueled by exceptional advertiser demand and unparalleled reach, NBCUniversal’s “Legendary February” set historic advertising records with:
- The highest Olympic and Paralympic advertising revenue for Winter Games in company history
- The highest :30 second ad unit rate for Super Bowl ever
- The highest total ad revenue in Super Bowl history, besting last year’s cumulative figures
- Triple the digital ad revenue for Milan Cortina 2026 Winter Olympics over 2022 Beijing Olympics, setting Winter Games records
- More than 250 unique advertisers participated across all three tentpoles – Super Bowl LX, the Milan Cortina Winter Olympics, and NBA All-Star Weekend –with 60% of advertisers new from 2022, when NBCUniversal last offered the Super Bowl and Winter Olympic Games together.
- Over 80 advertisers invested in custom marketing programs during Legendary February, organically connecting brands messaging to NBC’s award-winning coverage and storytelling throughout the 17 days.
- Nearly 70% of advertisers invested across multiple Legendary February events, reaching nearly 215 million viewers through 2/17 with record setting ad impact.
- NBC has more than doubled (2.1x) the search engagements vs the comparable period of the wildly successful 2024 Paris Olympics
- Since the Milan Cortina 2026 Olympics began, NBC has represented 82% of all brand search engagements across broadcast networks.
- On average, NBC has delivered its advertisers 4.5x more search vs. ads on the other broadcast networks combined during the same period.
- Advertisers would need to buy 118 ads in competitive TV to generate the same search as a spot in Legendary February
- Our tentpoles worked better together, with Olympics viewers who watched all three events +53% more likely to engage with brands, driving greater attention for advertisers
- Super Bowl ads in the Olympics have earned +50% higher Message Memorability over the same ads in competitive placements
- The massive multi-sport offering from NBCUniversal has also delivered Peacock’s best week ever in digital consumption and reach from 2/8 – 2/14.
- Peacock has seen a +20% higher cumulative reach during the Games than the same period during Paris 2024 Olympics (2/6/26-2/19/26 vs.7/26/24-8/8/24), continuing to prove the value of our multi-platform approach for fans and advertisers
- Together, these results underscore why live, tentpole events drive measurable impact for brands of all sizes at every stage of the funnel.
- Looking ahead, NBCUniversal will continue to dominate the cultural zeitgeist throughout 2026 with sports every Sunday night of the year, including the launch of Major League Baseball in March; the exclusive Spanish-language rights for the FIFA World Cup 2026 this summer in the U.S.; NBC’s centennial celebration later this year; the 100th anniversary of the Macy’s Thanksgiving Day Parade and so much more.
“Legendary February reflects the strength of NBCUniversal’s portfolio and the enduring power of premium, live storytelling at scale. By bringing together culture-defining moments across sports and entertainment, we’ve created a record-breaking marketplace that proves the future of advertising is built on connection, community, and shared experiences. As we enter our next century, this moment reinforces what sets NBCUniversal apart – the ability to unite audiences and deliver meaningful impact for our partners across every screen. We’re grateful to the brands who have helped make this a collective seminal moment that we’ll all remember for years to come.”
-Mark Marshall, Chairman, Global Advertising & Partnerships, NBCUniversal
