As the 2026 FIFA World Cup is already shaping up to be a major advertising opportunity for brands, new research from The Trade Desk (TTD) has revealed the timing of Australian’s tuning in is set to drive a surge in streaming, second-screen engagement and lunchtime consumption. And Coca-Cola’s local marketing lead agrees.
Unlike previous tournaments that forced Australians into late-night viewing habits, this year many World Cup matches in North America will air during the Australian mornings and workday, with several games falling into lunchtime viewing windows.
The Socceroos play their matches at 2pm (against Türkiye on 14 June), 5am (US, 20 June) and midday (Paraguay, 16 June).
New research found 52 per cent of Australians plan to follow the world’s most watched sporting event, including a significant number of light viewers.
According to the findings, this shift is expected to fundamentally change how audiences consume the tournament – creating “new opportunities for advertisers to reach fans across a range of platforms”.
The Trade Desk senior director of business development Sam Ward told B&T the tournament’s scheduling means marketers need to rethink how and where they engage consumers.
“This is not your typical broadcast viewing experience by any means,” Ward said. “Half of Australian viewers are planning on tuning in via connected TV or streaming services, which very much aligns with how Gen Z and Millennials are consuming content.
“It’s a really great example of meeting people where they are. Say, for example, there’s a game on in Los Angeles at 7pm. That works out to be lunchtime here in Australia, so people are working during the day or in their lunch break.”
The research found 48 per cent of viewers plan on watching via streaming apps, while 24 per cent plan on streaming via audio.
“Australians will be watching from their desks, during lunch breaks, on public transport or while working from home with matches running on a second screen,” he said.
“The opportunities that exist in line with that could be a huge win for advertisers.”
The changing viewing habits are particularly attractive for food, beverage and retail marketers, and global sponsors are already adapting their media strategies to match viewers digital consumption habits.
Snack giant Frito-Lay, through its Lay’s brand portfolio, is rolling out augmented reality packaging and mobile-led activations designed to connect with fans through their devices. Meanwhile, McDonald’s is activating app-based promotions and interactive gaming experiences linked to match moments.
For Coca-Cola, the shift toward multi-screen viewing has become central to its World Cup strategy this year.
Coca-Cola South Pacific senior director of marketing Martyn Ferguson told B&T the tournament remains “one of the biggest attention moments globally”.
The company has launched its global ‘Bubbling Up’ campaign, via Ogilvy, alongside an AI-powered experience called ‘Uncanned Emotions’ and is also partnering with collectible brand Panini to deliver digital sticker experiences accessed through smartphone scans.
“In Australia, daytime matches mean fans are dipping in across mobile, connected TV and social all at once – even the can of Coke they’re drinking during the game has a role to play,” Ferguson said.
“It’s less about pure reach and more about showing up in the right moments with the right message.”
He said the biggest change from previous tournaments is the way fans now experience and share matches in real time across multiple platforms.
“For us, it’s about being part of the experience, not interrupting it, creating content that feels natural to the platform, culturally relevant, and genuinely adds to how fans enjoy the moment and the match.”
The Trade Desk research suggests brands tapping in to the way World Cup viewers are tuning in to the games will pay off.
Half of Australians surveyed said they are more likely to notice a brand when it advertises during major sporting events, while 48 per cent said advertising around sport makes brands feel more premium.
Among those expected to engage with the tournament, 24 per cent are Gen Z, 34 per cent Millennials, 37 per cent Gen X and six per cent Baby Boomers.
Currently, 95 per cent of Gen Z and 93 per cent of Millennials in Australia consume content via paid TV/movie streaming platforms.
Younger Australians are also the primary drivers of digital entertainment, with almost all (99.4 per cent) using entertainment websites/apps on a regular basis and spending over 41 hours a week on digital media.
The 2026 FIFA World Cup officially kicks off in Australia on 12 June at 4am AEST.
