2022 FIFA World Cup TV Ad Report

Major scheduling changes for the 2022 FIFA World Cup (the first to take place in November/December) had some brands worried whether the ad spend would be worth it. But advertisers were rewarded handsomely. Fox and Telemundo reported that the final was the most watched men’s soccer match ever in the United States. Furthermore, overall TV ad impressions were significantly higher compared to the 2018 World Cup in Russia, especially for Spanish-language broadcasts. 

This report breaks down the biggest TV ad trends from the 2022 FIFA World Cup, including insights on English and Spanish-language coverage, most-seen brands, top-performing TV creatives and more.

Key takeaways from the 2022 FIFA World Cup:

• Compared to 2018, Spanish-language TV ad  impressions increased an incredible 117% 
• Coca-Cola and Verizon were the top two most-seen brands by impressions share of voice, respectively 
• Samsung, Frito-Lay, and Walmart had the three most likeable TV ads