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TV Ad Reach for World Cup Spikes 29% on Linear TV

Spanish Language Broadcasts and U.S. Participation Key Drivers of Audience Growth

December 20, 2022, Bellevue –, the TV measurement company, today reported preliminary linear TV ad impressions for the 22nd World Cup in Qatar. The World Cup action, which included 64 original game airings plus additional replays across FOX, FS1, Fox Deportes, Telemundo and Universo, collectively delivered more than 14.7k ads and close to 6.2k minutes of commercial time to audiences in the U.S.

Not including streaming on Tubi, Peacock or other digital outlets where game action was consumed, the 2022 World Cup on linear cable and broadcast channels combined to deliver just over 9.5 billion verified household TV ad impressions, representing a 28.9% increase vs. the 2018 World Cup coverage from Russia.

Along with U.S. participation (after missing the tournament in 2018), the growth in ad reach can be attributed largely to the strength of Spanish-language audiences.

  • TV ad impressions for World Cup coverage on NBCU’s Spanish-language networks more than doubled compared to four years ago, with 5.57 billion verified household linear TV ad impressions.
  • Telemundo delivered over 57% of the World Cup’s household TV ad impressions from Nov. 20-Dec. 18. Fox accounted for 27.8%, FS1 had 10.7%, Fox Deportes was 2.7% and Universo had 1.6%
  • The World Cup games on NBCUniversal-owned networks delivered over 17% of all Spanish-language household TV ad impressions from Nov. 20-Dec. 18.
  • FS1, which ran World Cup games and replays generated 1.05 billion household ad impressions for games and an additional 690 million ad impressions for FIFA World Cup 2022 Today.
  • Over 120 industries and 367 advertisers appeared during 2022 World Cup airings. The top industries were wireless services, automakers and mobile devices, with brands such as Coca-Cola, Verizon, and Google Pixel gaining the most TV ad exposure.

    * Figures do not include streaming or person-level measurement for network programs and refer only to household TV ad impressions counted across broadcasts in linear TV

    **Ad Impressions refer to TV commercials measured for a minimum of 3 seconds and verified to be on screen is the market leader in real-time cross-platform TV ad measurement and attribution. The company’s always-on platform measures the business impact and brand impact of TV advertising and offers fast, accurate and actionable information that empowers brands to justify and optimize TV and video investments.