Case Study: Fox Sports proves ad effectiveness for FIFA World Cup with YouGov BrandIndex

How Fox Sports proves Ad Effectiveness for FIFA World Cup

Fox Sports, the official US broadcaster of the 2022 FIFA World Cup, wanted to prove the value of its advertisers' investments by measuring brand lift specifically among soccer fans. Their challenge was to find a scalable and objective method that did not require multiple custom surveys. To accomplish this, they partnered with YouGov and leveraged its BrandIndex solution.

YouGov utilized its always-on BrandIndex platform to track advertising awareness and brand health for Fox Sports' partners before, during, and after the event. This solution enabled Fox to quickly receive a report showing a significant positive impact, with advertisers seeing higher scores among World Cup viewers compared to non-viewers. The success of this project led Fox Sports to continue using YouGov BrandIndex for other major events.

Fox Sports

Dan Urban

Vice President of Ad Sales Research