[though I do think that over the whole event, the viewing numbers might be somewhere comparable to those of the suberbowl. In the US, no (except for Colorado maybe, but not even there) .. but globally, You will get quite big numbers of people in countries where the Winter Olympics are a big deal (to name a few big ones, Italy, Germany, France, Japan, Poland, Russia, Canada)
If you're totalling over the whole 2 week or so event and over the whole world, then I don't doubt that there are more total viewers for the Winter Games than for the Super Bowl.
However, since the original context in which this came was the cost-benefit ratio for American advertisers buying commercial time during US broadcasts (that's an area where the Super Bowl has a tradition of being a special event with lots of new, expensive, and star studded ads being showwn for the first time) ...... the world outside the US, and totaling over multiple broadcast times wasn't relevent to what I was talking about when I made the original statement that the Super Bowl will have more viewers see any given 30 second (or 60 second) broadcast of a commercial.
Like any sport, the Winter Games draw more viewers in areas where participation in the sport in question is more common. The Winter Games do draw pretty good TV ratings in the northern tier of the US, where we have winter and therefore winter sports. It does much less well in the "Sun Belt", where they don't.
What I don't get though is how winter olympics sports are not real sports .. but rugby under a bunch of padding .. er .. I mean .. football
.. is ..
From my POV, it varies with the sport. Any competition where the winner is determined by who a group of judges votes that they thought performed better .... is a specialized dance contest, not a sport.
That applies to such things as figure skating and "hotdog" skiing in the Winter Games ...... and to such things as gymnastics, diving, and synchromized swimming in the Summer Games.
That doesn't mean that I don't think those activities require a great deal of athletic ability. They absolutely do. But so does being a top notch ballet dancer, and that isn't a "sport" either.
So that means that in the Winter Games there are a fair number of things that are "sports" by my personal defintion. Those would include all of the timed races (whether on skis or some sort of sled or other) and ice hockey.