Part of the appeal of the Winter Olympics to advertisers is that a huge number of moms watch it, in part because they like seeing the successful products of nice families who engaged in a lot of (not inexpensive) family fun together.
The commercials are so mom-oriented that they can drive viewers crazy, although marketers seem to be doing a little better job this time of preparing variations on the commercials instead of just repeating the same one over and over. (I can still almost repeat the 1972 Summer Olympics Irish Spring soap commercial word for word -- of course, that was the plan. Now that I think about it, I probably have some Irish Spring soap in the closet today, right next to the Ricola cough drops I've been buying since watching 500 repetitions of their Swiss alpenhorn ad (1:03) on CNN during the Gulf War.)
In contrast, daughters of today's much valorized Single Moms tend to be more focused upon becoming as much like Kim Kardashian as possible.
[This is the point where I got thrown off track by looking up skier Julia Mancuso's family background.]
The sweet spot for advertisers is married women with children whose husbands make six figures.
So the Winter Olympics are ideal for advertisers because so many of the sports are the kind that affluent families partake of.
But a problem for advertisers is that they really, really like to put at least one African American into each ad, no matter how improbable, but sports that draw from prosperous intact families seem kind of racist to blacks. So if that black speedskater from Chicago doesn't hurry up and win something, advertisers are going to be hurting for the 2018 winter games. But they'll come up with something.
The actual details of these inspiring Patriotic Feminist stories where enlightened Americans overcome Norwegian sexism aren't important. For example, Sarah Hendrickson did indeed have a horrible crash awhile ago and has yet to fully recover. (Olympians get drug tested more than NFL players, so they don't make as fast recoveries as football players have recently been doing: e.g., Lindsey Vonn isn't at these Olympics more than a year after her big injury.)
And, if you watch the VISA commercial of Hendrickson's stick figure flying, it's pretty clear that she's got some kind of anorexia-like problem that's interfering with her recovery from her knee injuries (just like those horrible sexist Europeans said).
Of course, as we saw during the 2012 Summer Olympics, nobody notices nuthin' about how odd various celebrities look.
Summer Olympians tend to be ultraspecialized in shape, except for the occasional pole vaulter or decathlete. Because the competition is less fierce for the Winter Olympics, at least for now the athletes tend to be more good-looking sportsmen and sportswomen in the old-fashioned mode. Which advertisers don't mind.