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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
Suggested solutions
TERM
Holdout Test
An experiment with a control group that gets no treatment.
Definition
A holdout test withholds a promotion or media from a matched group to measure true lift.
How to Calculate
Split markets or stores into test and holdout, then compare outcomes.
Why it Matters
Removes bias from simple before and after views.
Key Advantages
Credible evidence for retailer and finance.
Example
Two DMAs got no ad as holdout.
Use it to
Measure performance of a tested action against an untreated group to isolate true causal impact. Use the comparison to validate whether observed changes come from the intervention or from underlying trend.
