Overall, the 2026 World Cup, held in the U.S., Canada, and Mexico, was a rousing success for marketers. For instance, the final, showcasing Spain’s extra-time win over Argentina, drew over 66 million viewers across Fox and Telemundo, according to final Nielsen figures, making it the most-watched soccer match in U.S. history.

Meanwhile, tech and data company Samba told ADWEEK that over 75% of U.S. households watched at least one World Cup Match, with the average coming to 12 games and 13 hours per household.