Behind the Numbers: an EMARKETER Podcast Inside 2026 Winter Olympics Advertising: Media Fragmentation, Creators & the Brands That Won Gold | Behind the Numbers
Feb 27, 2026
Jeremy Goldman, Senior Director of Content, breaks down creator marketing and broadcaster strategy. Peter Allen Clark, senior analyst, brings data-driven ad and streaming insights. They discuss NBCUniversal’s multi-platform push, creators and athlete storytelling, marketers’ omnichannel tactics for fragmented media, and which brand campaigns stood out at the 2026 Winter Games.
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NBCUniversal's Cross Platform Play
- NBCUniversal treated the 2026 Winter Olympics as a cross-platform canvas to make the event “pop” across linear TV, Peacock, and social.
- Jeremy Goldman highlighted NBCU's push to surface highlight clips everywhere amid competition from the Super Bowl and NBA All-Star Game.
Creators Expanded Reach Beyond Peacock
- NBCU brought creators to the Games to reach audiences unlikely to subscribe to Peacock or watch linear TV.
- Jeremy Goldman said NBCU framed creator partnerships as extending reach to 65 million+ social users and converting new viewers to Peacock.
YouTube As A Core Olympic Engagement Channel
- YouTube accounted for a major share of Olympic engagement and serves as a home for creator-driven longform sports content.
- Peter Allen Clark noted YouTube drove 17% of global Olympic engagement with 850 million unique viewers in 2024.