尼尔森-2026年国际足联世界杯™ 当地球迷洞察报告 NIELSEN FIFA WORLD CUP 2026TM EDITION LOCAL FANDOM INSIGHTS REPORT

Nielsen

OFFICIALMEDIAINTELLIGENCESUPPLIER

NIELSENFIFAWORLDCIP2026"EDIION

Adeepdiveintolocalviewershipintop25markets&hostcitiesalongwiththedriversofsoccerfandomintheU.S.

THEGAME

BEHIND

THEGAME

TOPMATCHESACROSSLOCALMARKETS

01WCFinal

Averageshare

41.3

VS

PeakViewership

ARGENTINA

SPAIN

Seattle55.2KansasCity53.6

02

03

04

FinalgameofthetournamentforUSMNT

Averageshare

38.3

VS

PeakViewership

USABELGIUM

Seattle54.9KansasCity53.4

OthertopU.S.matchesbyaverageshare

Averageshare

VSBOSNIA

VSAUSTRALIA

34.5

PeakViewership

USA

Seattle48.0KansasCity46.4

Averageshare

33.4

PeakViewership

USA

Seattle53.5Denver47.3

Source:NielsenLocalTVView,June-July2026

NielsenDMAdefinitionsapplytoallcities*

EVERYGAMEMATTERSTHEGAMEBEHINDTHEGAME

HIGHESTSHAREMARKETSFORUSAMATCHES

37.4

Boston

44.9

Seattle-Tacoma

39.8

SanFrancisco-Oak-SanJose

41.1

43.7

KansasCity

Denver

THESEMARKETSHADTHEHIGHESTAVERAGESHAREOFVIEWINGACROSSTHE5USMNTMATCHES.

Source:NielsenLocalTVView,June-July2026

NielsenDMAdefinitionsapplytoallcities*

EVERYGAMEMATTERSTHEGAMEBEHINDTHEGAME

TOPNON-USGAMES

TopMarkets:

Seattle55.2

01

KansasCity53.6

Final

SPAIN

Minneapolis53.2

VSARGENTINA

TopMarkets:

KansasCity42.1

26.1

VS

Seattle36.9

MEXICOENGLAND

SanFrancisco35.8

02

TopMarkets:

Seattle36.8

VSBRAZILNORWAY

25.2

KansasCity35.1

SanFrancisco33.5

03

TopMarkets:

VSARGENTINACABOVERDE

SanFrancisco33.1

24.1

KansasCity32.3

Seattle29.0

04

Source:NielsenLocalTVView,June-July2026

NielsenDMAdefinitionsapplytoallcities*

EVERYGAMEMATTERSTHEGAMEBEHINDTHEGAME

THEHOSTCITYEFFECT:

FANDOMISCONTAGIOUS

HostingtheWorldCupcreatesasignificantiftinsoccerfandom

Largesthostcityincrease,driveninpartbyScotlandandNorwaytravelingfans

SEATTLE

The12thManhadahugeimpact

OTHEROFFICIALHOSTCITIES

WITHDOUBL-DIGITBUMPS

Dallas

NewYork

LosAngeles

Source:NielsenFanInsights,USA,May2026-June2026*

EVERYGAMEMATTERSTHEGAMEBEHINDTHEGAMENielsen

orTLRDAvaLuBYCELE

EVERYGAMEMATTERSTHEGAMEBEHINDTHEGAMENielsen

orTLRDAvaLuBYCELE

THEUNIQUELOCALFACTORSEFFECT

inspiredbyMLSorNWSL

Smallerornon-hostcitiestunedinduetosoccer-firstcultures

KansasCity

10xIndex

St.Louis

MLS

Powerhouse

Denver

The

DigitalFan

KansasCitydelivereda10xhigher

attendanceindexthantheaverageU.S.marketforNWSL,signalingadeeply

investedfanbaseinthebeautifulgame

Ranked#1amongallmarketsinMLSattendanceindex

LedallmarketsinMLSsocialmediaengagementindex

Ranked#3overallinbothNWSL

streamingandsocialmediafollowing

Source:NielsenScarboroughUSA+,2025R2*

THEGRASSROOTSENGINE

SoccerMoms&Dads

representmarketswherethesportisdeeplyembeddedinthecommunity'sgrassrootsculture.

Minneapolis

Index

114

KansasCity

Index

115

ForMinneapolis,thisgrassrootsculturecombinedwithastrongMLSorNWSLonsocialmedia(Index183)helpsexplainwhytheywerethe#2marketfortheSpain-ArgentinaFinal.

Source:NielsenScarboroughUSA+,2025R2*

Source:NielsenLocalTVView,June-July2026|NielsenDMAdefinitionsapplytoallcities*

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ABOUTNIELSEN

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audiences—nowandintothefuture.

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