Brands spent “at least” $857M during more than 100 World Cup games across U.S. broadcast TV, streaming platforms, cable networks and local channels through the semifinals, according to the ad-tracking firm MediaRadar. Other details from the study show that “advertisers spent about” 30% more on English-language broadcasts than Spanish-language broadcasts. Through the semifinals, Spanish-language spending totaled $356M, while English-language spending was $459M. Telemundo “didn’t sell ad inventory during the hydration breaks as Fox did, so it had fewer spots.” At least 4,500 brands have advertised during the World Cup so far. The 20 official sponsors, led by Bank of America, Verizon and Home Depot, accounted for about 36% of the ad spending through the Round of 16 (N.Y. TIMES, 7/18).
Top five advertisers and the amount spent, according to MediaRadar:
- Bank of America $21.2M
- Verizon $21M
- Modelo $18.4M
- Home Depot $18M
- Wells Fargo $17.3M
