Nielsen breaks down World Cup 2026 fandom by local market, not just national ratings

Location, location, location. Nielsen’s new report layers Local TV View, Scarborough and Fan Insights data to show why non-host cities like Kansas City and St. Louis out-indexed on World Cup viewership, driven by existing soccer culture and traveling fan bases.

Why it matters. Advertisers targeting soccer audiences can now buy against local-market fandom data rather than assuming national ratings apply evenly across cities.

Signal from nielsen.com · read the original.

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