WARC：全球广告趋势报告：2026年国际足联世界杯（英文版）（30页）.pdf

1、2 Copyright WARC 2026.All rightsreserved.Global Ad Trends:March 2026Executive summary2 Copyright WARC 2026.All rightsreserved.Executive summary 2Takeaways3Chapter 1:No guarantee of World Cup ad market boost 6Why World Cup windfalls are harder to see11What it means for World Cup advertisers17Chapter

2、2:FIFA World Cup in numbers21More from WARC29Contact WARC30ContentThe 2026 mens FIFA World Cup will be the biggest in the tournaments history,hosted across Canada,Mexico and the US,and stretched across more matches than any previous cycle.Yet,despite large audiences,rising rights fees and expanding

3、sponsorship packages,the World Cups measurable contribution to ad growth appears to be weakening.Globally,this years tournament is forecast to generate less than half the impact of the 2018 World Cup in Russia.Uplift in markets like the UK now resemble timing effects within annual budgets,rather tha

4、n a dependable engine of net growth.World Cup advertisers are no longer competing within a single commercial surface.Brands will engage fans across touchpoints before,during,and after matches.Debate about the games matters as much as live sporting drama.Media plans increasingly include platforms tha

5、t benefit from the conversation about the World Cup without the burden of bidding for rights from creator content to podcasts.This Global Ad Trends report examines how the World Cup has become a high-visibility event whose commercial impact is increasingly fragmented,conditional,and redistributive.3

6、 Copyright WARC 2026.All rightsreserved.Global Ad Trends:March 2026Takeaways01020403It still drives huge audiences,but weaker linear reachGlobally,the World Cups ad impact has been inconsistentWorld Cup windfalls can crowd out regular spendersAttention is shifting to the conversation around games Th