The 2026 Winter Olympics in Milano-Cortina proved to be a massive commercial success for France Télévisions. According to data released by Kantar Media on February 23, 2026, the public broadcaster generated €28.3 million in gross advertising investment across its main channels, France 2 and France 3.
Key Figures from the 18-Day Competition
The event attracted a diverse range of brands, with high-pressure advertising daily:
- Total Advertisers: 178 brands participated.
- Total Spots: 3,210 commercials aired.
- Daily Average: €1.5 million gross per day, peaking at over €1.9 million during the final days of competition.
- High-Value Days: Sunday, Feb 8 and Thursday, Feb 19 were the highest-earning days, reflecting peak viewer interest in major alpine and figure skating events.
Top Spenders and Premium Formats
The advertising market was highly concentrated, with the top 10 advertisers accounting for 47% of the total spend.
| Rank | Advertiser | Gross Spend (K€) | No. of Spots |
| 1 | Airbnb | €2,923 | 238 |
| 2 | Apple | €2,887 | 247 |
| 3 | Renault | €2,471 | 198 |
| 4 | Alpine | €1,208 | 86 |
| 5 | TCL | €849 | 81 |
Premium Placements:
- Renault and Alpine utilized 60-second “mega-spots” costing €108,000 each.
- Intermarché opted for extended storytelling with two 90-second films.
- Airbnb stood out as the only official Olympic partner in the top three spenders.