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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
Purchase‑Based Audiences
Segments of shoppers built from actual purchase behavior, not demographics.
Definition
Purchase‑based audiences group households by what they buy, how often, and how much they spend. They use transaction data to target messages to shoppers most likely to convert.
How to Calculate
Segment loyalty or panel data using rules, for example heavy buyers (top 20 percent by spend), trial‑only buyers (one purchase, no repeat), and brand switchers (bought the category, not your brand). Count households per segment and update monthly.
Why it Matters
Targets media and offers to people who actually buy the category, which improves conversion and lowers waste.
Key Advantages
Sharper targeting than broad demos, because signals come from real purchases. Easy to activate in retail media and CRM. Scales with clear rules that a small team can maintain.
Example
A pet food brand builds an audience of heavy dry dog food buyers who spent at least $100 in the last 90 days.
Use it to
Create segments based on past purchase behavior to improve targeting accuracy. Measure how each audience responds to pricing, media, or promotion to optimize activation.
