Unrivaled Global Scale.
The definitive record of World Cup creative performance, with tested ads tracked across 16+ countries from December 1, 2025 through the final match.

The Outcomes That Matter.
Which creative approaches drove Reputation, Any Action, and Purchase across the tournament, and which fell flat, all scored against the ABX benchmark rather than attention in the moment alone.

The Women’s-Sports Edge.
How fans of women’s sports responded to World Cup creative, a pattern that recurs across every major event ABX has measured.

Category Standouts & Global Leaderboards.
Macro-level tournament trends and category-by-category performance across the field, reported in aggregate.

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Following the final, ABX will complete testing and analysis for the
2026 World Cup Creative Impact Report.
Sign up to receive the report as soon as it is ready. The public report will share tournament-wide and category-level findings in aggregate. Brands, agencies, and partners seeking results for a specific brand, campaign, or individual creative can request a private performance review with the ABX team.