The 2026 Winter Olympics are a Masterclass in Audience Alignment. The focus is back where it belongs. Athletes and stories have once again taken center stage

I have really enjoyed the Winter Olympics this year. The athletic skills are outrageous, and sportsmanship is on full display. What’s truly pulled me in are the stories.

Witnessing the discipline, sacrifice, and pride in representing the USA has pulled me into events like figure skating, cross-country skiing, and curling... sports I wouldn’t usually watch.

The athletes’ stories have once again taken center stage.

This year feels refreshingly focused on the athletes and the competition, rather than the political commentary that has dominated so many major events in recent years. It’s a call for unity, sportsmanship, and patriotism, something we clearly need more of.

This may be my wishful thinking but the data shows something is going right!

The ratings are up nearly 100% over 2022. Streaming on Peacock has already surpassed the total minutes of the 2018 and 2022 Games combined. Audiences are responding because the content is aligned with what they actually want.

As a media veteran, I see a simple truth here:

Political friction leads to channel-switching.

Patriotic storytelling leads to binge-watching.

I think NBC realized this for their coverage this year and I sure hope NBC and other networks start carrying that forward.

When content creates inspiration, audiences lean in. When it creates tension, they lean out. It’s not just a programming choice; it’s human behavior.

At ConnectADtv, we believe in this same level of alignment. Whether it's the Olympics or a CTV campaign, the goal is the same: tell a great story, celebrate excellence, and keep the focus on performance.

That's gold-medal programming. Clear, Focused, and Inspiring.

That's gold-medal programming.Clear, Focused, and Inspiring.