Data: US World Cup linear TV ad reach up 29% on 2018
December 21, 2022
iSpot.tv, the TV measurement company, has reported preliminary linear TV ad impressions in the US for the 2022 World Cup. The footballing action, which included 64 original game airings plus additional replays across FOX, FS1, Fox Deportes, Telemundo and Universo, collectively delivered more than 14.7k ads and close to 6.2k minutes of commercial time to audiences in the US.
Not including streaming on Tubi, Peacock or other digital outlets where game action was consumed, the 2022 World Cup on linear cable and broadcast channels combined to deliver just over 9.5 billion verified household TV ad impressions, representing a 28.9 per cent increase on the 2018 World Cup coverage from Russia.
Along with US participation (after missing the tournament in 2018), the growth in ad reach can be attributed largely to the strength of Spanish-language audiences.
- TV ad impressions for World Cup coverage on NBCU’s Spanish-language networks more than doubled compared to four years ago, with 5.57 billion verified household linear TV ad impressions.
- Telemundo delivered over 57 per cent of the World Cup’s household TV ad impressions from November 20th – December 18th. Fox accounted for 27.8 per cent, FS1 had 10.7 per cent, Fox Deportes was 2.7 per cent and Universo had 1.6 per cent
- The World Cup games on NBCUniversal-owned networks delivered over 17 per cent of all Spanish-language household TV ad impressions from November 20th – December 18th.
- FS1, which ran World Cup games and replays generated 1.05 billion household ad impressions for games and an additional 690 million ad impressions for FIFA World Cup 2022 Today.
- Over 120 industries and 367 advertisers appeared during 2022 World Cup airings. The top industries were wireless services, automakers and mobile devices, with brands such as Coca-Cola, Verizon, and Google Pixel gaining the most TV ad exposure.