NBCUniversal is centering its 2026 programming strategy around live sports, leveraging exclusive rights to the NFL and the Winter Olympics to drive viewership and advertising revenue. The company is positioning 'Legendary February' as a pivotal moment in its media transformation.
- NBCU’s 'Legendary February' centers on exclusive NFL and Winter Olympics broadcasts
- Projected 120 million average viewers per NFL game during February events
- Over 1,500 hours of live Olympics coverage across NBC, Peacock, and CNBC
- Advertising revenue anticipated at $1.2 billion for the February programming block
- 280 million invested in sports broadcast technology and production upgrades
- Target: 40 million Peacock premium subscribers by end of 2026
NBCUniversal is escalating its focus on live sports as a core driver of audience engagement, launching a high-stakes campaign dubbed 'Legendary February' ahead of the 2026 Winter Olympics and multiple prime-time NFL matchups. The initiative marks a strategic pivot from the network's historic 'Must See TV' branding, reflecting broader industry shifts toward live content amid declining linear TV viewership and rising competition from streaming platforms. The network has secured exclusive broadcast rights to 18 regular-season NFL games and the Super Bowl, with the 2026 Super Bowl set to air in Los Angeles. These events are expected to draw an average of 120 million viewers per game, according to internal projections. Additionally, NBCU’s coverage of the Winter Olympics in Milano-Cortina d'Ampezzo will feature more than 1,500 hours of live programming across NBC, Peacock, and CNBC, with a targeted 10% increase in digital streaming hours compared to the 2022 Games. Advertising revenue for the February period is projected to exceed $1.2 billion, driven by premium ad placements during high-impact events. Brands across automotive, consumer electronics, and financial services are allocating significant budgets to sponsor NFL broadcasts and Olympic moments, with 62% of advertisers citing live sports as their top channel for reaching affluent demographics. The shift is also reshaping internal operations, with NBCU expanding its sports production team by 35% and investing $280 million in upgraded broadcast technology and immersive viewer experiences, including enhanced AR overlays and multi-angle streaming options. This infrastructure supports the company’s broader goal of increasing Peacock’s premium subscriber base to 40 million by the end of 2026.