2026 FIFA World Cup Sentiment Survey Results

This document is a report presenting the results of the 2026 FIFA World Cup Sentiment Survey conducted by Spectrum Reach. The survey was designed to gather insights regarding viewer anticipation for the World Cup, brand associations, and viewing behaviors. Fielded in February 2026, it included 48 questions and garnered responses from a diverse sample of 1,000 participants, with a focus on demographics such as age, income, and location, particularly in relation to host cities. Key findings indicate that 83% of respondents plan to watch the tournament, with many expressing preferences for home viewing due to comfort and convenience. Notably, the survey also explored the types of coverage viewers wish to see, with a significant interest in local community stories and pre- and post-game coverage. Additionally, the report details brand awareness among respondents and their likelihood to engage with brands that advertise during the World Cup, suggesting a strong connection between the event and viewer purchasing intent.