EDO, the TV outcomes measurement leader used investment-grade data to rank 1,200+ brand ads across every World Cup game

EDO, the TV outcomes company, today released its performance ranking of the entire FIFA World Cup 2026™ — from the tournament's opening match to the final. EDO’s World Cup TV outcomes ranker showcases brands like Kalshi, Oura Ring, and AT&T in the lead with the most engaging spots of the tournament. EDO scored every national World Cup ad, across English and Spanish language airings, based on how effective each spot was at driving the investment-grade signals most proven to predict future sales. EDO’s World Cup total tournament TV outcomes ranker, featuring performance data from 369 brands across 22 categories is available at edo.com/worldcup.

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"The World Cup is one of TV's biggest stages, exactly the kind of moment EDO is built to measure. And for six weeks across hundreds of brands, hundreds more ads, and two languages, there's only one metric that matters most: immediate, mid-funnel TV outcomes," said Kevin Krim, President and CEO, EDO. "We didn't ask people what they thought of the ads because it’s not a popularity contest. We watched what they did after they saw them — the same standard we hold every ad to, from the Super Bowl to the World Cup Final. Take Kalshi: their spot generated the most engagement of the entire tournament — proof that a breakout ad can win just as big as any established brand. The brands at the top of this list moved people to act and moved their businesses forward."

"AI has changed how consumers engage with ads and revealed what actually moves them most — the World Cup is no exception. Brands now need to quickly know if their ad actually broke through, while their campaign is still in-flight. Most TV measurement comes up short here, but not immediate mid-funnel outcomes," said Laura Grover, SVP, Head of Client Solutions, EDO. “This matters most to marketers investing in live sports moments like the World Cup. Our latest research shows search-to-site visits have fallen 22% in the past year, as AI answers more before a consumer even clicks. That makes our World Cup findings even more telling: brands like AT&T, Oura Ring, and Adidas didn't just lead their categories, they generated some of the highest engagement multiples across 369 brands and 22 categories where we tracked every ad’s impact on immediate, ad-driven outcomes. That's why measuring the mid-funnel matters most."

THE MOST ENGAGING FIFA WORLD CUP 2026™ ADS

According to EDO's TV outcomes data, the top 10 ads of the entire FIFA World Cup 2026™ that drove the greatest consumer engagement include:

1. Kalshi, "Dentist" ft. Timothée Chalamet :30 — 796x as much engagement as the median World Cup ad
2. Oura Ring, "World's Smallest Ring" (US Soccer) :30 — 267x as much engagement
3. AT&T Home Internet, "Knock on the Block" :30 — 170x as much engagement
4. Adidas, "Backyard Legends – Local Crew" ft. Timothée Chalamet, Lamine Yamal, Jude Bellingham, and Trinity Rodman :30 — 141x as much engagement
5. Toyota, "Endurance is What We Do" :30 (Spanish-language) — 140x as much engagement
6. Meta, "Meta Glasses by Kylie" :30 — 132x as much engagement
7. YouTube TV, "Don't Settle for Meh" ft. Zlatan Ibrahimović, Jason Kelce, and Kylie Kelce :30 — 129x as much engagement
8. Verizon Wireless, "Menace Mobile" ft. Mike Myers, Rob Lowe, and Seth Green :30 — 101x as much engagement
9. Adidas, "Backyard Legends – Three Legends" ft. Timothée Chalamet, Lamine Yamal, Jude Bellingham, and Trinity Rodman :30 — 93x as much engagement
10. Universal Pictures, "The Odyssey" :30 — 89x as much engagement

FIFA WORLD CUP 2026™: TOP BRAND PERFORMERS BY CATEGORY

EDO ranked a total of 1,248 brand ads across 22 brand categories from Automotive to Travel, throughout the entire tournament. Every ad in EDO’s World Cup total tournament ranker is indexed against benchmarks drawn from every advertisement in the World Cup.

Key World Cup category winners include:

• Automotive (Non-Lux): Toyota, "Endurance is What We Do" :30 (Spanish-language) — 140x as much engagement as the median World Cup ad
• Automotive (Luxury): Lexus, "2026 IS – Take the Wheel" :30 — 24x as much engagement
• Clothing & Accessories: Adidas, "Backyard Legends – Local Crew" ft. Timothée Chalamet, Lamine Yamal, Jude Bellingham, and Trinity Rodman :30 — 141x as much engagement
• Consumer Electronics: Oura Ring, "World's Smallest Ring" (US Soccer) :30 — 267x as much engagement
• Financial Services: American Express, "B2C Travel Omni World's Best Anthem" :30 — 63x as much engagement
• Food & Beverage: Nutella, "Your Partner in Snacktime" :15 — 69x as much engagement
• Health & Beauty: Dove, "Does Far More Than Clean" (FIFA Sponsor) :15 (Spanish-language) — 6x as much engagement
• Home: Zillow, "Someday Starts Today" (Attic) :15 — 33x as much engagement
• Insurance: State Farm, "Coach State Farm" :30 (Spanish-language) — 17x as much engagement
• Internet & Telecommunications: AT&T Home Internet, "Knock on the Block" :30 — 170x as much engagement
• Pharmaceutical: Foundayo, "Weight Management 'Talk About It'" :60 — 11x as much engagement
• Restaurants: KFC, "Bucket List" ($10 Buckets) :15 — 82x as much engagement
• Retail: The Home Depot, "Build It Like Beckham – Backyard" ft. David Beckham (FIFA Sponsor) :30 — 72x as much engagement
• Sports Betting & Prediction Markets: Kalshi, "Dentist" ft. Timothée Chalamet :30 — 796x as much engagement
• Streaming Platforms: YouTube TV, "Don't Settle for Meh" ft. Zlatan Ibrahimović, Jason Kelce, and Kylie Kelce :30 — 129x as much engagement
• Theatrical Movies: Universal Pictures, "The Odyssey" :30 — 89x as much engagement
• Travel: Airbnb, "Did You Know?" (FIFA Sponsor) :15 (Spanish-language) — 43x as much engagement

HOW EDO RANKED EVERY AD IN THE FIFA WORLD CUP 2026™

EDO scored every national ad that aired during the 2026 FIFA World Cup™ — across the full tournament, from the group stage through the final — based on the incremental online engagement for an advertised brand or product immediately following an individual ad's airing. Rankings reflect every airing EDO tracked across the tournament, indexed to the full field — not a self-reported sample. Data in this release shows the top 500 brand ads, and is preliminary and subject to slight adjustments based on EDO's final World Cup analysis. To see the TV ad outcomes ranking for the World Cup, visit edo.com/worldcup.

ABOUT EDO

EDO is the TV outcomes company. Our leading measurement platform connects convergent TV airings to the ad-driven consumer behaviors most predictive of future sales. EDO empowers the advertising industry to maximize media impact, measure creative performance, and know the fair value of every impression — across linear and streaming for an increasingly programmatic world. By combining immediate engagement signals with world-class decision science and vertical AI, EDO equips industry leaders with syndicated, investment-grade data that aligns media to business results — with detailed competitive, category, and historical insights. Leading brands, agencies, networks, streamers, and studios trust EDO’s TV intelligence to know what works.

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