Knowledge Center

World Cup: Goals, gaps, and global reach

March 31, 2026

A data-driven deep dive into fan engagement, viewing habits, and brand impact ahead of the 2026 FIFA World Cup

With everyone from Algeria to Uzbekistan taking part in the 2026 tournament, broadcasters and advertisers alike will be hoping for similarly eye-catching viewing figures this time around.

This report, based on original research conducted through the Cint Exchange, explores the viewing habits and buying behaviors of respondents from across the world in relation to one of the biggest events in the sporting calendar.

Our survey showed that:

The majority (51%) of respondents do not plan to watch any of the televised World Cup coverage this summer.
Over half (52%) of survey participants are not likely to consider purchasing products or services they see advertised during the World Cup broadcasts.
65% of respondents reported that their impression of primary sponsor brands at the World Cup remained “about the same”.

Download the report to discover more.

Read the full report

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