February 2026 is shaping up to be one of the most consequential months in sports advertising history.
In what feels like a modern-day collision of worlds, two of the biggest global sporting events are landing in the same week: the Super Bowl on February 8 and the Winter Olympics Opening Ceremony on February 6. Together, they represent unmatched scale, cultural impact, and advertiser demand. But unlike years past, the real story isn’t just what audiences are watching — it’s how they’re watching.
For advertisers, agencies, and media teams, February won’t just be about showing up. It will be about navigating fragmentation, speed, and visibility across more screens than ever before.
One Timeline. More Screens Than Ever.
The Super Bowl has long been the single most important day in advertising. The Winter Olympics bring weeks of sustained global attention, brand storytelling, and sponsorship investment. In 2026, these events won’t just overlap, they’ll unfold across a deeply fragmented viewing ecosystem.
Broadcast still matters. But live sports are now equally defined by exclusive streaming windows, simulcasts, and platform-specific audiences. Viewers will move seamlessly between linear TV, connected TV, and streaming platforms — often watching the same event in different places.
For advertisers, that creates a critical challenge:
How do you know, comprehensively, who’s advertising, where they’re showing up, how much they’re spending, and what messages are breaking through?
MediaRadar’s Full-Scope View of Live Sports Advertising
To meet this moment, MediaRadar has significantly advanced our sports advertising coverage across the 2025–2026 football season and beyond.
We now track advertising creative, spend, and occurrences across:
- National broadcast
- Regional Sports Networks
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Exclusive live sports streaming platforms
This includes data from exclusive games on Amazon Prime, Netflix, and YouTube — and with February approaching, we’re expanding coverage to capture Peacock’s live streams for both the Super Bowl and the Winter Olympics.
The result is a cross-screen view of advertising during the world’s biggest sports moments. Advertisers, agencies, and media teams can see:
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Who is advertising
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How much they’re spending
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Where they’re showing up
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What messages they’re pushing
All in one place.
At the same time, we continue to expand our coverage of the NBA, integrating it into MediaRadar’s broader live sports intelligence alongside NFL, NCAA, MLS, and MLB streaming data.
This is a big piece of our Video Everywhere commitment: helping the ad ecosystem understand advertising not as isolated events, but as a connected, multi-platform system.
The Olympic Ad Rush Has Already Started
While the Winter Olympics officially begin on February 6, advertisers haven’t waited.
Olympic sponsorships, affiliations, and early campaigns have already been ramping up — with demand reaching historic levels and inventory moving quickly. Brands are locking in presence well ahead of opening ceremonies, signaling just how competitive this moment will be.
MediaRadar is already tracking this activity, giving teams early visibility into:
- Sponsorship momentum
- Category participation
- Emerging creative and partnership strategies
If you’re a Magnifier or 360 user, you can already see the momentum building today in-platform.
Speed Is the Advantage
In a market this crowded, early insight isn’t a nice-to-have: it’s a competitive advantage. Impact is driven by decision speed.
That’s why MediaRadar is committed to a rapid turnaround for both Super Bowl and Olympic advertising data. Our customers don’t just need a recap weeks later. They need insight while decisions are still being made.
Following the Super Bowl and the Olympic Opening Ceremony, we’re also excited to share that our Sports Dashboard, currently available as an offline report, will be moving directly into the MediaRadar 360 platform.
This shift will deliver:
- A more seamless user experience
- Faster access to insights
- A foundation for future simulcast reporting across platforms
A Limited-Time Opportunity to Get In Early
Right now, we’re offering a special introductory rate for teams looking to gain full visibility into sports advertising across broadcast and streaming. Clients get access to:
- Cross-league visibility as activity unfolds
- Cross-platform context that connects spend, creative, and messaging
- Competitive insight that helps decision makers move faster and with confidence
February Is Coming Fast
The Super Bowl. The Winter Olympics. One compressed timeline with countless decisions. February 2026 isn’t just a big moment for sports advertising. It’s a stress test for how well teams can operate in a multi-screen world. MediaRadar is here to help you see it all, understand it as it happens, and act with confidence.
Want to Know More?
ABOUT THE AUTHOR | Andrew Dirvin
Andrew Dirvin is a sales leader at MediaRadar, partnering with brands and agencies to turn advertising intelligence into growth. He helps clients spot whitespace and competitive movement across categories, including live events and sports.
