Nielsen data reveals a major opportunity for advertisers as the 2026 FIFA World Cup approaches. Soccer fans over-index on radio and podcast consumption compared to the general population.
What We Know: The 2026 FIFA World Cup kicks off in June across 11 U.S. host cities. According to Nielsen, 77% of U.S. soccer fans use radio and podcasts for soccer content. That figure significantly over-indexes the general population. Podcast consumption continues to drive audio engagement, especially around major sports calendar events — Spotify data shows a 358% spike in sports podcast listening in the days following big competitions.
What They Said: Nielsen’s report makes the brand opportunity clear. “For a growing share of fans, the World Cup isn’t just watched, it’s listened to. In a tournament defined by global narratives and cultural pride, the brands that win may be the ones that show up where fans are listening.”
What Remains Unclear: It’s still uncertain how many brands will meaningfully redirect ad spend towards audio. However, another recent study notes that podcasts are emerging as a key part of advertising strategy surrounding the global sporting event. Millennials are 41% more likely to consume World Cup content via podcasts than any other medium. Whether advertisers act boldly on that signal remains to be seen.
What It Means: This data presents a clear opening for audio media and advertising dollars. The World Cup isn’t comparable to any other global sporting event maybe outside the Olympic Games. This opportunity makes sense as the World Cup boosts more teams than ever before this year, and will be hosted in three separate countries expanding reach to local and national audiences all together. Brands that ignore audio this summer may be leaving a significant and measurable audience behind.
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John Mamola is Barrett Media’s sports editor and daily sports columnist. He brings over two decades of experience (Chicago, Tampa/St Petersburg) in the broadcast industry with expertise in brand management, sales, promotions, producing, imaging, hosting, talent coaching, talent development, web development, social media strategy and design, video production, creative writing, partnership building, communication/networking with a long track record of growth and success. He is a five-time recognized top 20 program director in a major market via Barrett Medi’s Top 20 series and has been honored internally multiple times as station/brand of the year (Tampa, FL) and employee of the month (Tampa, FL) by iHeartMedia. Connect with John by email at John@BarrettMedia.com.
