The 2026 FIFA World Cup has delivered advertisers some of the largest TV audiences in SBS history, reaching nearly two thirds of Aussies with more than 60 games with audiences hitting north of one million viewers.
In fact, this single tournament had five of the 15 largest World Cup average audiences of all time, according to official data shared with B&T.
This includes the Socceroos fixtures against Paraguay (with an average audience of 3.09 million), Türkiye (average of 3.045), Egypt (2.2 million) and the US (2.2 million). The total TV national reach for these fixtures was much larger but previous tournaments were measured using the average.
The quarter final between Norway and England posted an average audience of 2.4 million, while the final between eventual winners Spain and Argentina attracted an average audience of 2.7 million.
The cumulative Total TV reach for the tournament is now at 18 million, which means 64 per cent of Australia’s population watched some of the tournament, and the total consumption hours topped 209 million.
Mini matches and highlights added an additional 8 per cent of consumption hours, B&T understands.
| Rank | Top Matches | Total TV Reach | Total TV Average | % BVOD Contribution |
| 1 | Spain v Argentina Final | 5,262,000 | 2,691,000 | 56.50% |
| 2 | Paraguay v Australia | 4,869,000 | 3,097,000 | 47.00% |
| 3 | Australia v Türkiye | 4,851,000 | 3,085,000 | 44.40% |
| 4 | Norway v England QF | 4,409,000 | 2,418,000 | 56.10% |
| 5 | Australia v Egypt | 3,896,000 | 2,201,000 | 46.50% |
| 6 | Argentina v Switzerland QF | 3,783,000 | 1,919,000 | 55.40% |
| 7 | USA v Australia | 3,482,000 | 2,199,000 | 46.10% |
| 8 | England v Argentina SF | 3,391,000 | 1,877,000 | 64.20% |
| 9 | Mexico v England | 2,937,000 | 1,683,000 | 63.60% |
| 10 | France v England 3rd Place | 2,773,000 | 1,407,000 | 54.70% |
The only World Cup match that has attracted a larger audience is Socceroos famous qualifier win over Uruguay in 2006, which drew an average audience of 3.4 million and changed the face of football in this country.
Out of all World Cups, the 2026 edition attracted the most large audiences, followed by Germany 2006 and Brazil 2014.
| Rank | Top Matches – All World Cups | Total TV Average |
| 1 | 2006 World Cup Qualifier: Australia V Uruguay | 3,416,342 |
| 2 | 2026 World Cup: Australia V Paraguay | 3,086,000 |
| 3 | 2026 World Cup: Australia V Türkiye | 3,045,000 |
| 4 | 2006 World Cup: Italy V Australia | 3,012,124 |
| 5 | 2006 World Cup: Australia V Japan | 2,935,747 |
| 6 | 2014 World Cup: Croatia V Australia | 2,750,747 |
| 7 | 2026 World Cup: Spain V Argentina Final | 2,691,000 |
| 8 | 2026 World Cup: Norway v England QF | 2,418,000 |
| 9 | 2014 World Cup: Chile V Australia | 2,276,817 |
| 10 | 2026 World Cup: Australia v Egypt | 2,201,000 |
| 11 | 2026 World Cup: USA v Australia | 2,199,000 |
| 12 | 2018 World Cup: France V Australia | 2,155,435 |
| 13 | 2006 World Cup: Brazi V Australia | 2,088,922 |
| 14 | 2018 World Cup: Denmark V Australia | 2,077,353 |
SBS acting director of media sales Lee Fifoot told B&T the event had “by far outperformed our expectations” and “over delivered” to sponsors and advertisers.
“This is by far the largest sporting event this year, bar none. And so far, we’ve had over 17 million Australians that have tuned in, and that number will only grow.
“This one in particular is a sporting event that unites the globe and it unites the nation. It’s in celebration of culture and diversity, and it brings excitement and you know, sustained viewing and celebration and all of those great things.”
SBS’s commercial partners—Hyundai, Hisense, Macca’s, Rexona, bet365, Commonwealth Bank and Youi—are not only pleased with the eyeballs the event attracted, but some of the novel brand activations that have “really resonated with audiences as well and have been very creative in how they were brought to life”.
An example is the Hisense Hangout (see below), a collaboration between Hisense, SBS and Ryvalmedia that brought together football influencers, fans within the coverage itself, spanning broadcast, streaming, digital and social platforms.
Another brand integration was the Maccas Match Break—during the FIFA mandated ‘hydration break’—which provided advertisers new premium inventory in the middle of each half, a first for a FIFA World Cup.
Although widely unpopular in World Cup stadiums, where booing was audible in most matches, Fifoot said SBS hasn’t received any negative feedback or backlash from deciding to run ads during them.
“The hydration breaks have benefited all of our sponsors. It acts as a premium ad break for our sponsors and just adds value for them,” Fifoot said.
It must be noted, however, that not all commercial broadcasters around the world chose to run advertising during the hydration breaks, notably ITV in the UK.
SBS wouldn’t reveal how much advertising revenue it had made from the World Cup and a picture of the lift until an annual report is made available for the next financial year.
It is widely anticipated that SBS has derived good value from its estimated $30 million outlay for the World Cup rights, but it isn’t just sponsorship and advertising revenue that the success of the tournament will be marked on.
“We have managed to successfully sell the majority of the event from big sponsors down to the lower investments, and everyone is very happy with their brand investments. It’s a good problem to have,” Fifoot said.
“We are already seeing audiences that watch the FIFA World Cup migrate and watch a lot of our other content. It’s like a halo effect from the World Cup.”
SBS provided anonymous audience testimonials that confirmed the broadcaster’s coverage has been well received:
“I thought that given the current world I would have to get one or more streaming services to watch the Cup. But to have it all available on free to air on SBS (where it truly belongs) has been wonderful. So thank you. Also I’ve been exposed to adverts that show how many great shows SBS has so I will be watching more SBS in the future.”
“As an avid and long-term football fan, I’ve been watching SBS’s range of coverage ‘forever’. You’ve had wonderful commentators and spokespeople over the decades. But your choice of the current group is inspired!! New faces. Experienced players. Informed commentary. Internationals. Males and females. Your coverage and the people involved has been/is simply excellent. Well done, SBS. I’m SO pleased YOU had the rights!!!”
“Just wanted to let you know SBS On Demand has been fantastic, with live and demand options, full games, mini matches, extended to highlights options and really easy to navigate. All free for me, just ads to watch with a timer on the ads, very appreciated. Great work!”
SBS director of sport Ken Shipp described the tournament as an “unprecedented FIFA World Cup in its size, complexity and intrigue, and Australians have embraced it in extraordinary numbers. In our 40 years of broadcasting the tournament, we’ve never seen engagement at this level”.
He added: “The Socceroos captured the imagination of the nation, but people stayed for the rest of the tournament as it delivered remarkable football and unforgettable moments right through to Spain’s victory in the final.
“Throughout the past six weeks, we saw football’s unique ability to bring people together and celebrate the many cultures and communities that make our country so diverse. That’s what has always made the FIFA World Cup so special, and why SBS has been proud to bring it to Australians for the past 40 years. We never take that responsibility for granted, and we’re incredibly grateful to have shared this remarkable journey with millions of people.”
SBS has brought the World Cup to Aussie homes for four decades, leading up to the most watched event to date in the past six weeks, but will it become a victim of its own success?
With more than 60 games reaching an audience above 1 million, 17 north of 2 million and four above 4 million, its challenge will be to ensure it can continue the legacy it began with Les Murray and Johnny Warren in the 1986. The next World Cup is in Spain, Morocco and Portugal, and SBS will be hoping FIFA rights negotiators enjoy a hydration break, or two, next time around.
