Observed Signal · Jul 20, 2026 · Technical Release · Source: Adweek · Impact: 2/5 · Sentiment: Positive
EDO Ranks 2026 World Cup Ads by TV Outcomes
Adweek published a ranked list of every TV ad that aired during the 2026 FIFA World Cup based on a measurement study from TV data company EDO. EDO calculated a TV Outcomes Score for each spot—measuring immediate consumer engagements during English- and Spanish-language broadcasts from June 11 to July 19, 2026—that are predictive of future sales. The ranked list shows which advertisers and creative executions drove above-average engagement; the top-scoring ad was Kalshi’s "Dentist" spot (ft. Timothée Chalamet) with an EDO Outcome Score of 79,599. The article lists hundreds of ads and their TV Outcomes Scores (e.g., Oura Ring, AT&T Home Internet, Adidas, Toyota), and includes category tags like ELTV and SLTV alongside each entry. EDO’s dataset and methodology are presented as an outcomes-based, investment-grade measurement of TV ad effectiveness.
EDO's outcomes-based ranking provides granular, investment-grade measurement of World Cup TV ad effectiveness valuable for advertisers and planners, but it is not a platform-level policy or infrastructure change.
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Key Takeaways & Evidence Grounding
- TV data and measurement company EDO produced a TV Outcomes Score ranking for every ad aired during the FIFA World Cup (June 11–July 19, 2026).
- Adweek published EDO’s ranked list of World Cup ads and shared the results with readers.
- The top-ranked ad was Kalshi’s "Dentist" spot (ft. Timothée Chalamet) with an EDO Outcome Score of 79,599.
- Rankings cover English- and Spanish-language broadcasts and measure immediate consumer engagements predictive of future sales.
- The dataset lists hundreds of advertisers and their TV Outcomes Scores, with labels such as ELTV and SLTV for creative/category types.
Connected Companies & Entities
16 Entities mapped“TV data and measurement company EDO has calculated the effectiveness of every ad during the World Cup and has shared the results with ADWEEK...”
“#1 #### Kalshi Dentist ft. Timothée Chalamet :30...”
“#5 #### Toyota Endurance is What We Do :30 SL...”
“#7 #### YouTube TV Entertainment and Recreation ELTV Don't Settle for Meh ft. Zlatan Ibrahimovic, Jason & Kylie Kelce :30 EDO Outcome Sc...”
“#28 #### McDonald's Restaurants ELTV World Cup Meal – Fry Burger ft Santiago Gimenez and Alphonso Davies (FIFA Sponsor) :15 EDO Outcome ...”
“#14 #### Airbnb Travel ELTV Did You Know? (FIFA Sponsor) :30 EDO Outcome Score: 7414...”
“#65 #### Apple Consumer Electronics SLTV Street Dance – Music :30 SL EDO Outcome Score: 3326...”
“#15 #### Ford Automotive SLTV Ready Set Ford – World Cup :30 SL EDO Outcome Score: 7398...”
“#12 #### KFC Restaurants ELTV Bucket List ($10 Buckets) :15 EDO Outcome Score: 8215...”
“#19 #### Nike Clothing and Accessories ELTV Rip The Script (Watch Now) :30 EDO Outcome Score: 6597...”
“#17 #### Starbucks Restaurants ELTV Let's Go! – No Cup Like It :15 EDO Outcome Score: 7168...”
“#11 #### Starlink Internet and Telecommunications ELTV Starklink ft. Arthur C. Clarke :30 EDO Outcome Score: 8880...”
“#16 #### The Home Depot Retail ELTV Build it Like Beckham – Backyard ft David Beckham (FIFA Sponsor) :30 EDO Outcome Score: 7216...”
“#10 #### Universal Pictures Entertainment and Recreation ELTV The Odyssey (2026) EDO Outcome Score: 8917...”
“#37 #### Walmart Retail ELTV Unexpected Guests of Any Size ft Walton Goggins :30 EDO Outcome Score: 4771...”
Ontology Mapping & Concepts
Related Market Signals & Shifts
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Roundup: Biggest World Cup 2026 Ad Campaigns
The Drum published a rolling roundup (2026-05-01) of the major advertising campaigns tied to the FIFA World Cup 2026. The article catalogs brand creative from official sponsors and marketers — including Adidas, Nike, Coca‑Cola, Pepsi, Budweiser, McDonald’s, Visa, Deliveroo, DraftKings and others — highlighting spot concepts, featured talent, agencies and channel plans (TV, digital, OOH, social, experiential). Notable creative approaches include Adidas’s 'La Preparación Americana' (Lionel Messi), Nike’s 'Rip the Script', a multilingual AI‑dubbed spot for Pantalones using Matthew McConaughey’s voice via ElevenLabs, and a joint Deliveroo/DoorDash/Wolt campaign. The piece emphasizes how brands are activating across global and local markets to capture tournament-viewing rituals, fan culture, and travel/retail moments throughout the competition.
System1 Ranks All‑Time Best World Cup Ads
System1 analysed World Cup advertising since 1994 and published a ranking of the most effective campaigns based on its Test Your Ad platform. Aldi’s 2022 UK campaign “Feast for Football” was named the top World Cup spot, beating 30 other entries. Pepsi’s 2002 “Sumo” spot and other classics from Nike, Adidas, Mars and Visa also feature in the top ten. System1’s methodology rates ads on emotional impact (joy, surprise) using a 1.0–5.9 star scale. The report highlights humour, deliberate exaggeration and the reworking of proven creative ideas as common traits of the highest‑scoring campaigns; Andrew Tindall, Chief Growth Officer at System1, emphasises creative consistency as a key lesson for marketers.
World Cup to Boost Digital Out-of-Home Ad Demand
Advertisers are increasing spending on digital out-of-home (DOOH) inventory ahead of the FIFA World Cup, using stadium, airport and fan-zone screens to reach live audiences. Major FIFA partners (Hyundai, Coca-Cola, Unilever) and smaller brands are planning DOOH activations alongside TV, streaming, social and experiential tactics. Industry bodies and firms — including eMarketer, the Digital Out of Home Association, OAAA, Pearl Media, Outfront and others — report strong demand and high sell-through for inventory in host cities; some operators expect near sell-outs around key fan areas. eMarketer projects U.S. out‑of‑home spend at $11.28 billion with 42.3% allocated to digital. Surveys and supplier comments suggest the World Cup will be a near-term revenue driver for OOH, while operators aim to convert one-off event demand into sustained DOOH investment.
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