Winter Olympics Fandom Is Already Melting the Ice
More than half of American adults (54%) are fans of the Winter Olympics, with 8% identifying as ‘super’ fans. And according to MRI-Simmons’ Trending Topics Study, the excitement is already building: 22% of adults, or an estimated 56 million people, are actively planning to watch the XXV Olympic Winter Games in February 2026. Advertisers and media strategists should tap into this early enthusiasm to reach a passionate and engaged audience.
The Winter Olympics have long held a special place in the hearts of viewers, blending athleticism, artistry, and national pride. With millions already gearing up for the 2026 Games, the event promises to be a cultural moment that transcends sports. For brands and media planners, understanding who these viewers are and how they plan to engage is key to crafting impactful campaigns.
Figure Skating and Ski Jumping Lead the Pack
Among the 56 million US adults preparing to watch the 2026 Winter Olympics, figure skating dominates, with 59% of them most looking forward to this elegant and dramatic sport. Ski jumping follows closely at 50% planned viewership, while snowboarding (45%) and speed skating (43%) round out the top favorites. These events offer high visual appeal and emotional storytelling which are ideal for brands looking to connect with viewers through compelling content.
Less mainstream events like biathlon (9%), Nordic combined (14%), skeleton (15%), and ski mountaineering (16%) have smaller but still notable followings. These niche sports may offer unique sponsorship opportunities for brands seeking to stand out or align with more adventurous, offbeat audiences. The diversity of interests among Olympic fans means there’s room for both mass-market and targeted messaging strategies.
American Plans to Watch are a Multi-Platform Opportunity
When it comes to viewing habits, 35% plan to watch the Games live on broadcast TV, while 27% will stream them either live or on-demand. Less than 2% intend to watch only via social media highlights, with the remainder opting for a mix of platforms. Looking at the past 30-day viewership, 48% of adults planning to watch the Winter Games have watched video content on NBC, with lesser viewership on USA Network (20%) and CNBC (16%) where additional coverage of the Games will be broadcast in February. 31% have streamed video content on Peacock in the past month, and Peacock streaming has increased year over year for the past 5 years, indicating this will be the digital central for many viewers.
The blend of live and on-demand viewing means brands can activate campaigns in real time while also leveraging longer-tail content strategies. Whether it’s through prime-time TV spots, streaming service integrations, or social media storytelling, the Olympics offer a rare moment when audiences are highly attentive and emotionally invested. Media planners should consider cross-platform strategies to maximize reach and resonance.
Who are these viewers? Affluent, active, and culturally engaged
The demographic profile of Olympic viewers is particularly attractive for advertisers. 52% of those planning to watch are male, and they skew slightly toward the Boomer generation, indexing at 109 compared to the average adult. Even more compelling: these viewers have a household income that’s 20% higher than the national average, making them prime targets for premium brands and experiences. In fact, even though this audience represents 22% of total US adults, they account for over 25% of total annual spend in the US for categories like fine dining, watches, and foreign and domestic vacations alike. Reaching Olympics viewers is a smart move for advertisers as they are an audience ready to spend on the luxuries of life.
Beyond demographics, their lifestyle choices reveal a rich tapestry of interests. While they skew for at-home activities like crossword puzzles (Index to total adults: 114) and gardening (113), they also over-index for attending rock concerts (114), museums (113), art galleries (113), and wine tastings (112). They’re also physically active, with above-average participation in table tennis (119), hiking (115), pickleball (115), bowling (113), and road cycling (112) over the past 12 months. Knowing that these viewers enjoy cultural events, outdoor activities, and intellectual hobbies opens the door for a wide range of brands (from lifestyle and entertainment to travel, wellness, and home improvement) to find relevance during Olympic programming.
Why Olympics Fans Are a Prime Target for Activation
Americans planning to watch the XXV Olympic Winter Games represent a unique blend of tradition and modernity, consuming content across platforms and participating in a wide range of lifestyle activities. Their early planning behavior signals a high level of intent, making them ideal for targeted advertising and brand activation.
For media planners and marketers, this audience offers a rare convergence of scale and specificity. Whether you're promoting luxury goods, outdoor gear, cultural experiences, or digital content, Olympic fans are ready to engage. With the right strategy, brands can tap into the excitement and emotion of the 2026 Winter Olympics to build lasting connections and drive meaningful results.
Sources: 2025 Q3 Trending Topics Study (SP25 USA). Base: Plan to watch Milano Cortina 2026 Winter Olympics (22%, 56M).
Activating Winter Olympics Viewers through MRI-Simmons
Through MRI-Simmons' activation solution, ACT, marketers can leverage trusted and nationally representative data to target and reach Americans planning to watch the 2026 Winter Olympics. Curate your audience with over 60,000 consumer elements: 1000+ attitudes and opinions, 6500+ brands in 1000+ product categories; and 90+ proprietary segments. Then, activate your audience via the ad-tech platform or media partner of your choice.
