But number of video plays increased, particularly among providers with FIFA World Cup streaming rights.
Almost three-quarters of multicultural men said they're excited to watch the World Cup, which is being played later in the year to avoid the intense summer heat of Qatar.
The latest figures also show that younger audiences are tuning in for full shows, not just clips.
Growing interest in legal sports gambling could mean more potential TV viewers, according to a recent analysis.
Spots are failing because they focus on issues rather than the fun of the game, Kantar suggests.
Nike's "Don't Change Your Dream, Change The World" television ad has been rated the best campaign from a selection of brands sponsoring the Women's World Cup in France. "Marketing Week" reveals that
research from System1 tracks emotional engagement with ads, and the intensity of feeling, to predict which will have the biggest long-term effect.
A Harris Interactive study of buzz surrounding the World Cup has found the top official sponsor was McDonald's, followed by Coca-Cola and Budweiser, Netimperative reports. Adidas came fifth only a
shade above Nike which was not an official sponsor.
Research commissioned by Campaign showed that Nike really did do a number on Adidas during the World Cup. Half of its survey respondents believed that Nike was an official sponsor rather the correct
answer of Adidas.
Overall ad effectiveness, represented by the Ace Score, for this year's World Cup ads trailed significantly behind both the Olympics and Super Bowl.
Cox Automotive searched across a range of data, hunting for correlations among 2017 new-vehicle purchase profiles and consumer sports-and-leisure profiles
Forget Adidas vs Nike. Lidl has upstaged both by tapping into our emotions.
As the Official Payment Services Partner of FIFA, Visa has enabled contactless payments throughout the 11 FIFA World Cup stadiums to ensure fans can get through lines quickly.
Forget the sponsors -- the real World Cup battle is heating up between Portugal's Cristiano Ronaldo and Argentina's Lionel Messi. They top a table of the most talked-about World Cup subjects online,
according to Socialbakers research reported on in Netimperative.
Research from GlobalWebIndex suggests nearly two in three fans will watch England games at home rather than down at the pub. The research, reported on in Netimperative, also suggests that two in three
respondents don't think much of World Cup ads, saying they are too male-centric or just plain boring.