Television advertisers tied to the 2026 FIFA World Cup are generating stronger-than-average viewer attention during the tournament’s first 19 days, according to media measurement firm iSpot. On Fox networks, the average attention index reached 121 from June 11 through July 1, indicating World Cup advertisers performed 21% above average based on the share of viewers who completed the ad message. Over the same period, Fox Television Network and Fox Sports channels drew an estimated $181.6 million in national TV ad spending across 7,600 airings, producing 8.2 billion impressions.
Among the higher-performing advertisers on Fox were Home Depot, with an attention score 36% above average on $4.8 million in national TV spending, Nike at 35% on $6.6 million, Wells Fargo at 34% on $6.1 million, Bank of America at 27% on $4.8 million, and Google at 26% on $4.7 million. The figures suggest that several major brands are receiving elevated engagement from tournament audiences as they invest heavily in national broadcasts.
Telemundo recorded slightly higher national TV ad spending than Fox, reaching an estimated $202.3 million from 5,360 airings and 6.8 billion impressions. Its overall attention index, however, was lower at 104. Among the network’s stronger performers, Modelo posted an attention score 25% above average on $14.1 million in spending, while Home Depot was 16% above average on $8.0 million. Other notable campaigns included Universal Pictures’ "Minions & Monsters" at 36% above average on $3.4 million, Volkswagen at 20% on $6.8 million, Bank of America at 27% on $7.0 million, and Ford Motor at 19% on $6.2 million.
iSpot defines its attention metric by measuring the percentage of viewers who complete watching an advertisement. Based on those measurements, both broadcasters are benefiting from substantial World Cup-related demand, though the data points to a split picture: Telemundo has drawn more spending overall, while Fox has delivered the stronger average attention performance so far.