The 2022 FIFA World Cup kept breaking audience records for the sport globally, including here in the US with the England v. US match being the most-watched soccer game ever in the US. At Triangulum and Realeyes we aren’t surprised by this given the pre-Cup buzz, including compelling TV coverage promos by FOX and Telemundo/Peacock that we tested before the cup started. ​ So how well did advertisers capitalize on these audiences? Creating the right World Cup ad is a balancing