Football had a new ad break this summer. Did anyone prove it worked?
At the 22nd minute of each half in every 2026 World Cup match, the referee blew the whistle for a scheduled hydration break. For advertisers, this meant a live audience, globally engaged, phones already in hand, and two minutes of premium inventory that hadn’t existed four years earlier, says Jason Hicks of Kochava for Advertisers. The question is: can anyone connect that moment to what a viewer did next?
