What is the media impact of the Games?
Daily Media Briefing - Media Focus
Official Highlights
MILAN - Comments from:
IOC Spokesperson Mark ADAMS (GBR),
IOC TMS Managing Director Anne-Sophie VOUMARD,
OBS Chief Executive Officer Yiannis EXARCHOS (GRE)
Milano Cortina 2026 Games Operations Communications Director Luca CASASSA (ITA)
Mark ADAMS - IOC Spokesperson
On whether the Ukrainian team is being discriminated against at the Milano Cortina 2026 Olympic Winter Games after Vladyslav HERASKEVYCH (UKR) was disqualified for wearing a helmet depicting photos of victims of the war in Ukraine:
"It (the IOC's approach) is based on the Olympic Charter, and the interpretation of the Olympic Charter can always be contested.
"The athletes' expression rules came from, I think, 3,500 athletes, and (the process) was led by our President (Kirsty COVENTRY, ZIM), who was chair at the time (when the rules were created).
"Our problem is not with the message, it is simply with the place. We ask everyone to respect the field of play and to keep it free from messaging. And we ask that of any athlete, from any country, anywhere around the world."
On calls from Los Angeles Mayor Karen BASS for the Los Angeles 2028 Olympic Games chair Casey WASSERMAN to resign after being named in the Jeffrey EPSTEIN files:
"Our position hasn't changed that much. This is primarily a matter for the board of Los Angeles 2028. They have an independent lawyer-led investigation. It is up to them to draw their conclusions at this stage.
"As I understand it, there are many conversations ongoing. At this stage, we will continue to focus on these Games and see how things develop."
On athletes' rights to express views at the Games, and the IOC's relationship with the US government ahead of Los Angeles 2028:
"We provide many avenues for athletes to express all sorts of views - US, African, Middle Eastern views. They can speak in the mixed zone, on social media, in press conferences or in interviews. We wouldn't presume to intervene and tell them what to say or not to say.
"We have a very good relationship with the (US) administration for the upcoming Games (Los Angeles 2028), which is always a great position to be in."
On Russian volunteer Anastasia KUCHEROVA leading out the Ukrainian team at the Opening Ceremony in Milan:
"We don't closely vet all our volunteers. But, for me, a Russian volunteer carrying the (Ukraine) sign is not an issue."
Anne-Sophie VOUMARD - IOC TMS Managing Director
On media rights holders covering the Games:
"The Olympic Games are stronger than ever. We can see the passion, and this has translated into great audiences.
"We have 24 media rights holders and over 80 sublicensees covering the Games, bringing the broadcast to billions of people across the world on all possible platforms. We are being told the Games are exceeding expectations."
On the audience in Italy and France:
"Over two out of three Italians have watched the Games (so far), and we expect that number to rise. This is already higher than the Paris 2024 summer Olympic Games. Italians have watched more coverage of Milano Cortina 2026 than the three previous Winter Games together. The medals (won by the Italian team), of course, contribute to this. We are so happy for our hosts.
"France has surpassed a reach of over 50 million people. This is more than Torino (for the 2006 Olympic Winter Games). This is important because France is the next host of the Olympic Winter Games (French Alps 2030)."
On viewing figures on streaming platforms:
"Warner Bros. Discovery reports that this is the best Olympic Winter Games streamed on their service. There has been a triple-digit percentage growth in terms of total hours viewed, and we are still counting.
"It is the same in the United States, where (US streaming service) Peacock reports 11.2 billion minutes of Milano Cortina 2026 content has been streamed, which is up 62%. These numbers are not a coincidence, they are part of a concerted effort."
On using content creators to film at the Games:
"We have over 100 creators around the different venues. This is content that is targeted at newer and younger audiences. We collaborate with the big social media platforms, making sure that content attracts attention."
On reports that Dutch speed skater Jutta LEERDAM (NED) used ambush marketing by showing branded underwear after her race:
"I am not an expert in speed skating, but I understand this (unzipping the uniform after a race) is normal practice for speed skaters when they finish their race because the suit is very tight. It is normal practice and not a case of ambush (marketing)."
Yiannis EXARCHOS - OBS Chief Executive Officer
On comments made by Swiss commentator Stefan RENNA concerning Israeli bobsledder Adam EDELMAN (ISR):
"I believe that (Swiss broadcaster) RTS have removed the specific video from their platform. This was their choice. The Olympic Games is the largest congregation of media in the world, and operates on the basis of having the largest variety of voices, but there is always a place and a time for everything."
On engagement on the Olympics.com website:
"As of yesterday, our Olympics.com website had exceeded 100 million unique users. This needs to be compared to Beijing (2022 Olympic Winter Games), where we had 68 million unique users during the entire Games, so this is already a record. This platform (the Olympics website) has published 8,400 articles, more than 8,600 videos, and we have conducted more than 900 interviews with athletes."
On digital numbers across all IOC-owned social media channels:
"We have had nine billion engagements across our social media. This is already double the number achieved in Beijing. Most of this consumption happens on Instagram and TikTok, and we have record numbers on YouTube. This audience skews younger, which is important for the future of our movement."
On athletes' posts and wider social media engagement:
"We have had a record 1.4 billion engagements from athletes' posts, allowing them to be far more prominent around the world. It is great that these Games will help all these athletes to have and keep a following through their digital platforms.
"More than 12 million social media posts have been posted about these Games around the world, which is a record-breaking number (in terms of volume) for an Olympic Winter Games."
Luca CASASSA - Milano Cortina 2026 Games Operations Communications Director
On ticket sales on Tuesday:
"We sold 87,000 tickets yesterday."
On Russian volunteer KUCHEROVA leading out the Ukrainian team at the Opening Ceremony in Milan:
"You have to consider that during the Opening Ceremony there were over 1,200 volunteers. They were there to help make the Opening Ceremony something really unique.
"We can't vet each and every volunteer. We discovered this (KUCHEROVA leading out the Ukrainian team) after what that person said to the media."
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