How to Win Big by Aligning with TEGNA’s FIFA World Cup Coverage

In November, TEGNA’s FOX stations will be the home to all the pageantry and drama of the World Cup, airing live from Qatar. Your brand has a unique opportunity to reach this attractive audience. Here’s how your brand can join Team TEGNA and Team USA in their pursuit of the World Cup!

Meredith Cunningham Published: July 28, 2022

The FIFA World Cup is a cultural phenomenon with the power to captivate, motivate, and unite. For one month, the entire world stops to watch 32 nations on their quest to be crowned champions – and this year, after eight long years, Team USA has qualified and once again be representing the red, white, and blue in the 2022 Tournament.  ​ 

This November, TEGNA’s FOX stations will be the home to all the pageantry and drama of the World Cup, airing live from Qatar, and your brand has a unique opportunity to get in on the action. 

The Audience 

FIFA found that a combined 3.5 BILLION viewers – more than half of the global population – tuned into the 2018 FIFA World Cup in Russia. And for the 2022 games, FIFA’s president, Gianni Infantino, is predicting that 5 billion people around the world will tune into the games in Qatar.  

When broken down into smaller groups, data from ComScore shows this audience of both men and women is rich in diversity, spans several age groups, and, on average, has a household income of at least $125K.  

With such an enticing opportunity to reach a broad audience just around the corner, here’s how your brand can join Team TEGNA and Team USA in their pursuit of the World Cup! 

Local Broadcast Remains the Favorite 

Sports content is still a key driver of engagement with linear TV. Since most sports content is available on broadcast and linear TV, sponsors and advertisers are still heavily investing. With sports accounting for 98% of the top 50 most-viewed programs on broadcast,  linear TV ads within live games remain one of the most popular and effective ways to reach passionate sports fans.  

On the local level, TEGNA’s sports journalists have long-standing reputations in the community built on trust, consistency, and value. When your brand teams up with TEGNA, you’re able to reach people who are community-minded in a brand-safe environment that provides a halo of exposure from a trusted news source. 

Take a look at this example from 2018 World Cup coverage from 12 News in Phoenix:  

Digital Viewership Expected to Grow 

Sports fans are changing the way they watch games. Even though enthusiasts are generally paying attention to what they’re watching, with so many connected devices, their attention tends to get split during the games.​ According to stats from Nielsen, 51% of people watching sports are also checking live stats, and 32% are simultaneously on social media apps.  

With that in mind, brands that combine their linear strategy with digital have an even greater opportunity to reach their target audience. For example, by knowing which days Team USA plays and placing ads on TEGNA websites, brands can benefit from the TEGNA site’s spike in web traffic due to people checking scores and searching for updates.  

With a digital strategy including banner ads and pre-roll, your brand can reach more consumers in more places than ever before through Audience Targeting, Geofencing, Retargeting, and Conversion Tracking.​ This strategy can also help boost brand awareness and strengthen ad recall, generate repeat traffic, and send qualified leads to your website.​ 

Sound Good? 

The power of the FIFA World Cup presents a unique opportunity for brands to connect with passionate football fans across the country. With 64 stations in 51 markets and award-winning sports journalists, TEGNA is ready to help your brand score goals, no matter what business you’re in. Contact us today to get your marketing playbook drafted. 

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