Kalshi, Oura Ring, and AT&T Lead FIFA World Cup Ad Engagement Rankings
Event summary
- EDO ranked 1,248 brand ads across 22 categories during the FIFA World Cup 2026™.
- Kalshi's 'Dentist' ad featuring Timothée Chalamet generated 796x the median engagement.
- Oura Ring and AT&T Home Internet followed with 267x and 170x median engagement respectively.
- EDO measured immediate mid-funnel TV outcomes, not just popularity or self-reported data.
The big picture
EDO's rankings highlight a shift towards measuring immediate consumer actions over traditional ad popularity metrics. The data suggests that AI-driven mid-funnel outcomes are becoming critical for brands evaluating the ROI of high-profile sports sponsorships. With search-to-site visits declining 22% year-over-year, this approach may become standard for assessing campaign effectiveness in live sports moments.
What we're watching
- AI Measurement Impact
- How EDO's AI-driven mid-funnel outcomes data will shape future ad spend allocation in live sports.
- Breakout Brands
- Whether smaller brands like Kalshi can sustain high engagement levels against established advertisers.
- Category Leadership
- The pace at which top-performing categories like Consumer Electronics and Sports Betting evolve post-tournament.
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