Mike Koeshartanto

2018 FIFA World Cup By The Numbers

Like we did prior to the start of the World Cup, we again interviewed 100 American soccer fans for their thoughts following the tournament. Here’s a video recapping some highlights with a deeper dive below. Enjoy!

  • Fans told us that, on average, they watched 40.3 World Cup games
  • 20% of fans watched games primarily on a phone, tablet, or computer
  • Instagram (32%) and YouTube (20%) were the two preferred social media platforms for World Cup news and updates
  • Alexi Lalas was the most popular television personality/announcer during the World Cup
  • From a brand standpoint, adidas, Volkswagen, Nike, Coca-Cola, and Gatorade did the best job marketing to soccer fans
  • Geico had the best TV commercial during the World Cup according to fans; Gatorade, Volkswagen, and adidas were also among favorites
  • 70% of fans had a favorable impression of VAR following the tournament, with 25% saying VAR was a great addition and added a new level of drama
  • Fans in America took off an average of 1.7 days of work during the World Cup
  • 45% of fan bought World Cup or National Team merchandise prior to the tournament


Categories: adidas, Broadcast, Fox, Telemundo, Television Ratings, TV Rights, World Cup