Nine’s broadcast of the Winter Olympic Games Milano Cortina 2026 has so far reached a total TV audience of more than 14 million Australians across Channel 9, 9Gem and 9Now.
As the nation’s medal tally grows, Milano Cortina 2026 has provided some truly remarkable images of athletes competing in one of the most beautiful settings for a Winter Olympics, and Australians have turned to Nine’s unparalleled digital cross-platform ecosystem to cheer on the Green and Gold.
Utilising Nine’s unique set of cross platform digital audiences, advertisers are now experiencing the halo effect of being part of big cultural moments that have dominated headlines.
From the 9Network, 9Now and Stan Sport, to Nine’s website, The Sydney Morning Herald, The Age, Australian Financial Review and Nine’s audio sites, there has been substantial across-the-board rise in digital consumption of some of Australia’s most known brands.
Total Nine Publishing has recorded more than 4.9 million page views of Winter Olympics related coverage since the Games began on 4 March, with Milano Cortina 2026 stories across the metro mastheads having 53 per cent more total page views than an average 2025 sports story.
With Nine’s coverage of the Winter Olympics now reaching a national total TV reach of 14.2 million Australians, brands who have campaigns across Nine’s premium channels are reaping the benefits of reaching audiences at scale.
In fact, 9Now has provided 19 per cent incremental reach to broadcast TV, with 45 per cent of people 16-39 watching the Winter Olympics solely via 9Now. Across total TV, the coverage has reached 3.6 million viewers in people 16-39 since the 9Network’s games coverage began.
Stan Sport’s comprehensive coverage of every event in full has resulted in the platform’s coverage surpassing 200 million minutes watched, with snowboarding being the nation’s most popular winter sport to watch, followed by alpine skiing, freestyle skiing, figure skating, ice hockey and then curling.
“Milano Cortina 2026 continues to draw in huge, highly-engaged audiences. Only Nine can provide this type of premium content ecosystem to deliver our sponsors and advertisers massive scale with the ultimate effectiveness,” said Nikki Rooke, Nine’s national sales director of total television.
