• by Wayne Friedman , 2 hours ago

Nearly three weeks into the 2026 FIFA World Cup, TV advertisers are seemingly getting a major bang for their national TV ad spend with higher "attention" scores for their messaging, according to iSpot.

On the Fox networks, the average attention index for marketers is now at 121 -- which means on average World Cup brands are performing 21% higher than average, according to iSpot. This is determined by the percentage of viewers who complete watching the ad message.

Some of the best results for those major spending brands.

This includes Home Depot, which is 36% higher than average ($4.8 million in national TV spend; Wells Fargo at 34% ($6.1 million); Nike at 35% ($6.6 million); Bank of America at 27% ($4.8 million); and Google at 26% ($4.7 million).

After 19 days of the event so far - June 11 through July 1 -- Fox Television Network/Fox Sports channels are at an estimated $181.6 million in national TV ad spend from 7,600 airings -- with 8.2 billion impressions.

Telemundo is seeing slightly more in national TV ad spending, per iSpot -- at $202.3 million so far from 5,360 airings and 6.8 billion impressions.

At the same time overall “attention” is lower than Fox Corp, a 104 index.

Among the better-performing major ad-spending advertisers on Telemundo is beer brand Modelo, with a 25% higher attention score than the average ($14.1 million in ad spend so far), estimated by iSpot.

Home Depot, with $8.0 million in ad spend, is at 16% higher than the average attention score. Universal Pictures’ “Minions & Monsters” is next at $3.4 million (36%), followed by Volkswagen ($6.8 million, 20%); Bank of America ($7.0 million, 27%); and Ford Motor ($6.2 million, 19%).