• by Wayne Friedman , 4 hours ago

Strong summertime TV network promotion -- highlighted by the World Cup -- includes major efforts by Telemundo and Fox over the last 30 days, using the event to tout other programming.

Telemundo leads all TV networks with a media value for those TV spots at $41.7 million, according to iSpot.tv estimates.

Telemundo has seen its World Cup viewership more than double the total of four years ago for the games in Qatar, which amounted to 5.5 million average viewers through 92 matches over 25 days (June 11 through June 5).

Fox Television Network was next at $31.7 million, followed by then CBS, $22.7 million; ABC, $15.2 million; NBC, $14.5 million.

The Spanish-language network has used its soaring high viewership of its airing of the soccer event -- “Copa Mundial de la FIFA 2026” -- to promote the event itself as well as other programming “El Senor de los Cielos” (Lord of the Skies) and “Operacion Triunfo Estados Unidos” (Operation Triumph United States).

Fox used its national TV non-programming time for the event itself “2026 FIFA World Cup,” to reach a leading total of 2.7 billion impressions from 7,940 airings, with a media value of $19.7 million.

Heavy promotion was also given to Fox News Channel on its airwaves -- fifth-highest among TV branding efforts in total impressions at 661.2 million.

Among two other major promotion efforts for the summer is HBO’s “House of the Dragon,” the prequel/spinoff series of “Game of Thrones” at 18,263 airings, 1.4 billion in impressions, and $3.6 million in media value.

Discovery Channel’s annual August event -- “Shark Week” -- has also seen heavy on-air exposure with 11,153 airings ($1.6 million in media value).

Overall, TV network promotions have pulled in 62 billion impressions -- with a media value of $281.2 million for those promotional announcements.

TV networks have also paid $14.1 million for the advertising of programming.

CBS garnered the most impressions from its promos over the period at 6.4 billion, followed by Fox at 4.2 billion, ABC with 3.44 billion, NBC at 3.38 billion and Telemundo with 2.8 billion.