How the World Cup Became a $2B Advertising Event|E34

The World Cup has become a much bigger advertising business in the U.S. In this episode of Media Monitor, Kelly Sweeney and Sean Wright break down Guideline’s first-ever game-by-game World Cup advertising analysis and look at how the 2026 tournament changed the economics of the event. The headline number is substantial: Guideline estimates roughly $2 billion in U.S. advertising revenue across television and streaming, compared with less than $400 million during the 2022 Qatar World Cup. That ...