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Of those who plan to watch the global soccer tournament,
66%
State that they plan to view this year's matches at home by themselves or with members of their household.
Quick Insight
As the international tournament kicks off across North American cities in mid-June, CPG brands, retailers, and foodservice operators have a clear opportunity to engage millions of fans across 48 countries.
And it’s not just about viewership, it's about shared experiences. New Circana insights show 24% of consumers plan to watch matches with friends and family outside their household.
For brands, that means more occasions, more connection points, and more moments to win with consumers.
Company
Resources
Suggested solutions
TERM
Flighting Strategy
Media scheduled in bursts with dark weeks.
Definition
Flighting alternates on periods with off periods to concentrate spend.
How to Calculate
Plan high GRPs for a few weeks, then pause.
Why it Matters
Builds bursts of awareness cost effectively.
Key Advantages
Good for seasonal categories.
Example
Run heavy TV weeks 10-12, then dark.
Use it to
Compare flighted media to continuous patterns to understand build, decay, and efficiency. Choose flight timing and gaps based on persistence of sales effects and competitive pressure.
