THE SPAIN’S GOLD MEDAL SUCCESS BROKE A TELEVISION RECORD IN THE HOST COUNTRY

20. 7. 2026 Spain’s victory over Argentina in the final of the 2026 World Cup became the most-watched World Cup match in the history of Spanish television broadcasting. An average of 15.7 million viewers watched the match, and more than 20 million people tuned in to at least part of the broadcast, with an audience share of 87 per cent.

THE WORLD CUP MATCHES HAVE SET A RECORD FOR NOVA ACTION, ACHIEVING A SHARE OF UP TO 18 PER CENT

16. 7. 2026 The World Cup is delivering record-breaking results for Nova Action. The tournament is also surpassing the viewing figures of the previous World Cup in Qatar.

FIFA 2026: HOW THIS YEAR’S ADS CELEBRATE FANS WITH HUMOUR, SELF-DEPRECATION AND FOOTBALL PATHOS

7. 7. 2026 For brands in the advertising industry, the Football World Cup has often been a celebration of successes or individual star players. The MAM editorial team has selected six striking adverts that show this trend is changing. The focus is now shifting to the fans – through humour, irony, pathos and fan rituals.

THE FOOTBALL WORLD CUP FROM THE PERSPECTIVE OF BRANDS AND MARKETERS

3. 7. 2026 Mundial. World Cup. World Championship. This football festival goes by many names, and it would be hard to find an event that can match it in terms of reach.

FIFA WORLD CUP: VIEWERS REMEMBER MORE THAN JUST THE GOALS. LINKING UP WITH ADVERTISING PAYS OFF FOR BRANDS!

12. 6. 2026 Gooaaal! From the windows of homes comes a chorus of cheers, sweeping through the city like a roaring wave. Everyday life stops for a few seconds. At that moment, football is not just a game, but a shared ritual full of tension, emotion and moments that viewers remember long after the final whistle. And advertising enters this incredible atmosphere — not as an ordinary break between events on the pitch, but as part of an experience that can connect a brand with joy, victory and fan passion.

OVER 840,000 SPECTATORS WATCHED THE CZECH FOOTBALL TEAM’S FIRST MATCH AT THE WORLD CUP

12. 6. 2026 A total of 414,000 viewers aged four and over watched the Czech national football team’s first match on ČT sport and Nova Action. The combined audience reach for the broadcast across both channels was 843,000 viewers.

NOVA ACTION HAS SWITCHED TO FULL HD ON DVB-T2 FOR THE WORLD CUP

11. 6. 2026 After a four-year hiatus, Nova will once again be broadcasting the football championship to viewers in high definitionvia terrestrial television.

THE WORLD CUP WILL CAPTURE YOUNGER CONSUMERS’ ATTENTION AND BUDGETS

8. 6. 2026 Many companies are betting on the World Cup to capture consumers’ attention, build awareness, and drive spending.

SCHEDULE OF LIVE BROADCASTS FROM THE 2026 FIFA WORLD CUP ON ČT SPORT, NOVA ACTION AND TV NOVA

8. 6. 2026 We have put together a guide to the live broadcasts from this year’s World Cup, which will be shown on the sports channel ČT sport, the Nova Action channel, and – for several matches – the main Nova channel. Around half of the more than one hundred competitive matches played will be shown on ČT or Nova, with all of them available on the Oneplay platform.

SURVEY USA: JUST 13% OF U.S. VIEWERS ‘TYPICALLY’ PLAN TO WATCH WORLD CUP

8. 6. 2026 This is much lower than markets like the U.K., where nearly half of viewers say they ‘typically’ plan to watch, according to S&P Global Market Intelligence.

STUDY: LATE WORLD CUP KICK-OFFS TO CHANGE UK VIEWING HABITS, SAYS EE

4. 6. 2026 Late-night World Cup kick-offs are expected to change how UK football fans watch this summer’s tournament, according to new research from EE.