Fox, NBCU Networks Reap $9M In FIFA World Cup Ad Buys

For the first two days of the 2022 FIFA World Cup in Qatar -- Sunday and Monday -- Fox and NBCU networks pulled in a collective $9 million in national TV advertising, according to estimates -- higher than the $6 million spend of four years ago for that same period for the 2018 FIFA World Cup.

This year, Fox networks came in at $4.5 million in national TV advertising for the English-language airings of the soccer matches, while NBCUniversal TV networks/platforms -- Telemundo, Peacock, and Telemundo digital websites -- tallied $4.3 million over the same period for the Spanish-language version of the event, “Copa Mundial de la FIFA 2022.”

The biggest TV viewing match was Monday’s airing of the U.S. versus Wales at 2 p.m. ET, which ended in a 1-1 tie with a total 12 million viewers, per Nielsen. Fox pulled in 8.5 million, while Telemundo added 3.4 million.



A Sunday morning match featuring Qatar vs. Ecuador on Fox Sports 1 averaged 3.07 million (at 10:58 a.m. ET), and 3.04 million on Telemundo.

A rough comparison to the 2018 World Cup shows that Fox TV networks. over the first four days. averaged 2.24 million viewers.

NBCU networks says the average viewership for the first four games across all its platforms over the first two days was up 72% to 2.6 million per NBCU Total Audience Delivery measure versus the 2018 FIFA World Cup, an event that took place in Russia in the summer.

For the 2018 World Cup event, Fox TV network posted an estimated $5.1 million in national TV advertising for the first two days, while Telemundo took in $1 million.

1 comment about "Fox, NBCU Networks Reap $9M In FIFA World Cup Ad Buys".
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  1. John Grono from GAP Research, November 23, 2022 at 4:51 p.m.

    Put another way, two days of World Cup advertising on Fox and NBCU pulls in around the same amount of 1.5 x 30 second Super Bowl ads.

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