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Every four years, the Winter Olympics capture attention at an unmatched scale. But today, that attention looks different. Viewers are tuning in across streaming platforms and CTV devices – no longer confined to traditional, linear channels. This massive shift in viewership is driving record-breaking commercial interest, with NBCU reporting that the 2026 Olympic Winter Games mark “the highest grossing Winter Olympics of all time.”
For local advertisers, this shift opens the door. As live sports moves to streaming, CTV makes it possible to access Olympic-level moments with the precision, transparency, and outcomes local marketers need.
The Olympics are a big moment. And now, a targetable one
Olympic viewership hasn’t disappeared; it’s diversified. By 2027, it is estimated that over 127.4 million Americans will stream live sports – more than the 74.5 million expected to still watch via linear TV. Viewers watch events live, catch highlights later, and move seamlessly across apps and devices. That change doesn’t diminish the impact of the Olympic Games – it makes them more accessible.
CTV allows advertisers to meet audiences wherever they’re watching, while adding targeting and measurement that linear TV simply can’t. The result is the emotional impact of live sports paired with accountability and control – bringing premium moments within reach for local brands.
Why CTV is central to Olympic advertising
The Winter Olympics highlight several shifts shaping the future of TV advertising:
CTV sits at the intersection of these trends, making it the most effective way to activate around high-attention moments like the Olympics.
Unlocking access for local advertisers
Olympic advertising was once reserved for national brands with national budgets. CTV changes that.
Local and regional advertisers can now run alongside premium sports content while staying focused on the communities they serve. Instead of broad, costly placements, advertisers can use:
This means a local auto dealer, healthcare provider, or retailer can align their brand with Olympic-level content while still driving outcomes like store visits, site traffic, or appointments.
Turning Olympic attention into action
Capturing attention during the Olympics is only part of the equation. The real power of CTV lies in what happens after the ad runs.
With AI-powered optimization and advanced measurement, advertisers can move beyond impressions to understand and influence consumer behavior. Campaigns can dynamically prioritize high-intent audiences, adjust delivery based on performance, and connect ad exposure to real-world results.
That’s how moments of peak attention – like a gold-medal performance or a primetime matchup – turn into measurable local impact.
A preview of what’s next for local advertising
The Winter Olympics aren’t just a global sporting event – they’re a glimpse into the future of television. As live sports continue to anchor the streaming ecosystem, CTV will play a central role in how local advertisers plan, activate, and measure campaigns.
The tradeoff between reach and precision is gone. With CTV, local advertisers can expect both and turn premium athletic moments into high-impact performance by leveraging the unique power of live sports on the big screen.
Don’t just show up during the Olympics – perform. Talk to Madhive about how AI-powered CTV can help your brand capture premium moments and turn them into measurable local outcomes.
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