The FIFA World Cup final set a new US viewership record, with nearly 63 million Americans tuning in to see Spain defeat Argentina 1-0 in New Jersey. Fox's English-language broadcast drew 38.9 million viewers, while Comcast's Telemundo and Peacock streaming pulled in 23.9 million for Spanish-language coverage. This combined audience shattered the previous record of 22.3 million viewers for the 2022 final.
The strong numbers capped a successful tournament for broadcasters. Fox and Comcast paid roughly $485 million and $600 million, respectively, for their rights packages. The tournament was co-hosted by the U.S., Canada, and Mexico, featuring prime-time slots for American audiences.
Several knockout-stage matches outperformed recent US championship games. The Round of 16 clash between England and Mexico drew nearly 45 million viewers, surpassing the audience for the MLB World Series Game 7 and an NBA Finals game.
While viewership remained below Super Bowl levels, it marked a major milestone for a sport historically overshadowed in the US by football, basketball, and baseball.
Fox is expected to generate at least $250 million from new "hydration breaks" that created extra advertising slots. A 30-second spot in knockout matches cost up to $1 million, more than double 2018 rates. Major advertisers included PepsiCo, Home Depot, and Coca-Cola.
The tournament benefited from what may be final World Cup appearances by stars like Lionel Messi and Cristiano Ronaldo. Fox's streaming service, Fox One, recorded 2.8 million sign-ups in June, its strongest month since launch.
The next World Cup in 2030, co-hosted by Spain, Portugal, and Morocco, is likely to have less favorable kickoff times for US viewers.