2026 Olympics: Franjo von Allmen dominates the media and social media

The 2026 Winter Olympics have literally flooded the Swiss media landscape. An analysis by Landau Media shows: A total of 18,600 articles in Swiss print and online media generated a reach of 4.1 billion contacts and an advertising value of around CHF 120 million.

In sporting terms, the Swiss Olympic team made history: an all-time record of 23 medals was achieved. Switzerland finished 8th in the medals table - ahead of Austria and just behind Sweden. 175 Swiss athletes competed in 14 of the 16 disciplines.

Alpine skiing dominates the coverage

A look at the media response clearly shows: Alpine skiing was the big topic. The speed and technical cracks accounted for 35.6 percent of the total coverage. A further 13.6 percent went to freestyle skiing. Together, these two disciplines received almost half of the total media attention and at the same time delivered 14 of the 23 Swiss medals.

Other disciplines in the focus of the Swiss media were men's ice hockey, curling and cross-country skiing, which together accounted for over 26 percent of coverage.

Franjo von Allmen: Gold hero and media king

Right in the spotlight: Franjo von Allmen. With three gold medals, he was not only the team's most successful athlete, he also topped the Landau Media ranking. No one generated more media coverage - a total of 846 million contacts.

Marco Odermatt and Loïc Meillard followed in second and third place, also winning three medals each. Marco Odermatt took silver twice and bronze once, while Loïc Meillard won one gold, silver and bronze medal each. The podium on the slopes is also reflected in the media ranking.

The top spot also remains unchanged in terms of advertising value: Franjo von Allmen has an advertising equivalent value of 30.6 million francs, closely followed by Marco Odermatt with 30.2 million francs. The top 10 athletes with the greatest media presence are dominated by alpine skiing stars - supplemented only by Mathilde Gremaud (freestyle skiing) and Yannick Schwaller (curling).

Instagram explosion: Olympics push followers and engagement

Not only in the traditional media, but also on Instagram, the numbers exploded during the games. With over 626,000 followers, Marco Odermatt has the largest Instagram community in the team, followed by Franjo von Allmen with 311,000 and Wendy Holdener with 242,000 followers.

Franjo von Allmen once again recorded the strongest growth in followers during the Games, with 110,000 new followers. He was followed by Marco Odermatt with 40,000 and Mathilde Gremaud with 35,000, putting von Allmen in first place in three of the four Landau Media rankings - Odermatt is only ahead in terms of the absolute number of followers.

There was also a lot going on outside of the big names: snowboarders Jonas Hasler and Isabelle Lötscher significantly increased their community. Hasler also achieved the highest interaction rate in the entire team at 87%, while Lötscher was the most active with an average of 2.5 posts per day.

The complete evaluation of the media resonance of the sports and athletes during the 2026 Winter Olympics was carried out by Landau Media. All Swiss print and online media in the period from February 4 to 23, 2026 were analyzed. The analysis also included an evaluation of the Instagram channels of selected high-reach athletes of the Swiss Olympic Team.