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2023 FIFA Women’s World Cup Report

Inside the Report

The U.S. Women’s National Team may have fallen short of a three-peat during this year’s World Cup, but the event still continued momentum for women’s sports on TV. The 2023 World Cup matches featured 30.5% more TV advertisers than the entire 2019 World Cup – despite the U.S. team being eliminated in the round of 16 this year.

That’s just scratching the surface on TV ad insights around the Women’s World Cup, however. Download iSpot’s new TV transparency report for trends around top brands and industries, daypart shifts, ad creative assessment and more.

Highlights include:

  • More Advertisers: A total of 316 advertisers aired at least one spot during the 2023 Women’s World Cup, versus 242 in 2019.
  • Time Zone Twist: 16.25% of household TV ad impressions were delivered in the overnight daypart during the 2023 event (vs. just 2.7% in 2019), but primetime also spiked YoY.
  • Winning Ads: Utilizing World Cup players in ad creative paid off for numerous brands.