FIFA World Cup 2026 ad volumes fall 14% on linear TV: TAM

Advertising volumes for the FIFA World Cup 2026 dropped on linear television, according to TAM Sports, falling 14% versus the 2022 tournament. The analysis tracked commercial ads aired during live matches across seven linear TV channels and four CTV language feeds, excluding pre-, mid- and post-match shows and promos. TAM Sports reported that the average ad volume per channel per match on linear TV fell to an indexed score of 86, down from 100 in Qatar 2022. The report suggested the larger time-zone difference between India and the United States could be one factor. It also found CTV carried more categories, advertisers and brands than linear TV, with liquor dominating linear TV share and cars leading on CTV. United Spirits and Mahindra & Mahindra were leading advertisers on linear and CTV, respectively.