ADVERTISING EFFECTIVENESS DURING THE 2026 FIFA WORLD CUP

The 2026 World Cup drew a broad U.S. audience. Mod7 surveyed 1,066 adults residing in the United States to understand how they followed the tournament, how visible the advertising around it was, and how far that exposure carried into recall, consideration and purchase.

Advertising Effectiveness During the 2026 FIFA World Cup: Brand Recall, Attribution and Consumer Influence (U.S. Edition) examines what happened after reaching that audience. The report looks at which brands actually broke through, how outcomes differed by screen count, and where advertising exposure showed up in reported consideration and purchase.

Key findings:

• Reach was broad, but the funnel narrowed quickly: 74% of U.S. adults followed the World Cup and 59% noticed advertising around it. Only 35% reported a purchase.

• Multiscreen viewing was associated with stronger recall and more purchases: fans watching live on one screen recalled 2.0 brands and 24% reported a purchase. Those averages rise to 6.3 brands and 78% reported buys among those using four or more screens.

• Being seen did not guarantee being remembered: 97% of consumers who noticed advertising recognized at least one brand when aided, but no individual brand was named unprompted by more than one in five.

Download the full report for every finding, the complete analysis, and what it means for brands, advertisers, agencies and sponsors.