---
title: Broadcast and NBC Win GOLD -- 2026 Winter Olympics NTI Wrap-Up
description: Katz Television Group's Content Strategy reviews the national performance of the 2026 Winter Olympics on NBC versus competitive and historical trends.
---

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# Broadcast and NBC Win GOLD -- 2026 Winter Olympics NTI Wrap-Up

March 16, 2026

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# Broadcast and NBC Win GOLD -- 2026 Winter Olympics NTI Wrap-Up

by Lisa Hollaender | VP, Director of Content Strategy . March 16, 2026

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# Broadcast and NBC Win GOLD -- 2026 Winter Olympics NTI Wrap-Up

by Lisa Hollaender | VP, Director of Content Strategy . March 16, 2026

From the live Daytime Opening Ceremony at Milano San Siro Olympic Stadium, to the Parade of Nations, to the passing and lighting of the torch with two cauldrons this year to the artistic performances with the theme of "HARMONY" through the rituals of the Closing (also live in daytime), the 2026 winter games from Milan Cortina kept up with the enthusiasm of Paris for the 17-day-event. According to NBC, there was unprecedented coverage "spanning more than 3,200 total hours across broadcast, cable & streaming -- including 2,500+ streaming hours and a record 700+ hours on linear television". There were approximately 2,900 total number of athletes with 232 of them from Team U.S.A. 

The Primetime averages achieved 1st place finishes on each of the 17 nights; there was an 11% increase in the daypart over 2022; M-F and Wknd Daytime boasted +121% and 94% gains, respectively, thanks to the live Opening and Closing Ceremonies and the men's and women's hockey finals; US athletes secured the 2nd highest number of medals behind Norway in total and gold with a tie among silver and as a plus for broadcast -- *NBC wins GOLD over Cable.*  

For more insight into the national 2026 Winter Olympics' performance, dive into a myriad of facts and figures in this interactive Infographic which includes links to an Olympic PowerPoint presentation and a detailed excel worksheet with Olympic NTI tracking and trending. 

<iframe title="2026 Winter Olympics on NBC" frameborder="0" width="1200" height="675" style="position: absolute; top: 0; left: 0; width: 100%; height: 100%;" src="https://view.genially.com/697a89181f56891d50fe46e6" type="text/html" allowscriptaccess="always" allowfullscreen="true" scrolling="yes" allownetworking="all"></iframe>

 

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