World Cup Ad Impressions Reach Historic High as Beer Sells Big
The 2026 FIFA World Cup generated over 25 billion television ad impressions across FOX, FS1, Telemundo, and Universo. This is according to a performance report published by iSpot on July 27, 2026. The report highlights the success of the tournament as a platform for advertisers.
The audience breakdown shows that English-language broadcasts delivered 14.49 billion U.S. household impressions, while Spanish-language broadcasts delivered 10.70 billion. This combined total represents a significant milestone for the World Cup's advertising efforts.
Beer and hard seltzer emerged as the leading category by a clear margin, accounting for an 8.01% share of voice across both English and Spanish broadcasts. The top three categories, beer and hard seltzer, auto makers, and quick serve restaurants, together reached 20.12% of all impressions.
Brand-level rankings also varied depending on broadcast language, with The Home Depot being the most-seen brand during English broadcasts and Modelo leading Spanish broadcasts. Across combined broadcasts, iSpot's brand-level share of voice ranking placed The Home Depot first at 2.79%, followed by Michelob at 2.58%, and Modelo at 2.53%.