Second-Screen viewing reshapes World Cup advertising strategies
Competition for attention during the 2026 FIFA World Cup extends far beyond advertising.
The simultaneous use of television and mobile devices is reshaping brand strategies throughout the tournament.
The 2026 FIFA World Cup is no longer experienced solely through television. The combination of TV, mobile devices and digital platforms is transforming how audiences follow matches, prompting brands to rethink their strategies for capturing audience attention.
The scale of the tournament guarantees massive audiences, but it also creates one of the year’s most advertising-saturated environments. On television in particular, where advertiser concentration reaches its highest level, the challenge is no longer simply to gain visibility but to generate engagement and brand recall in a highly competitive landscape.
In Colombia, 41.1 million people use the internet, representing 77.3% of the population, while 78.3 million active mobile connections reflect a penetration rate of 147%. These figures illustrate a highly connected, multiscreen ecosystem that is changing how audiences experience a global sporting event.
The second screen gains prominence.
In practice, much of the conversation and interaction surrounding the World Cup shifts to mobile devices while matches are being played, creating new opportunities for brands to engage audiences in real time.
In this context, the so-called second screen plays a central role. It is where users discuss matches, search for information, consume related content and make decisions while games are underway.
Colombia’s digital ecosystem already provides the scale to support this behavior. Social media platforms reach an audience equivalent to 71.3% of the population, reinforcing their role as key spaces for content discovery, real-time conversations and brand engagement.
This environment underscores the need for omnichannel strategies that engage consumers throughout their entire journey.
Advertising in a saturated environment.
The evolution of digital media consumption is also changing how advertising performs during major events. In an environment where multiple messages compete simultaneously for attention, value depends less on reach alone and more on the ability to engage users at the right moment and in the right context.
Content-integrated and less intrusive formats are gaining prominence over those that interrupt the user experience, particularly during periods of intense advertising demand.
At the same time, efficient resource allocation and the ability to optimize campaigns in real time are becoming increasingly important.
Linda Ruiz, Regional Director of MGID LATAM: “Audience attention is becoming increasingly dynamic and fragmented, requiring brands to rely on data to better understand user behavior. During periods of intense advertising demand, results depend on the ability to interpret real-time signals and optimize strategies beyond reach by combining data, creativity and technology to maximize relevance and performance.”
Real-time strategies.
To respond to this environment, communication strategies increasingly seek to engage users throughout the consumer journey, from brand awareness to conversion, through contextual targeting, video formats, native advertising, rich media and interactive solutions.
Real-time activations tied to specific moments during matches—such as goals, breaks or other key events—are also becoming increasingly important.
The digital ecosystem is also preparing for higher traffic volumes and increased content consumption, although questions remain about which channels will capture the largest share of audience attention.
While some publishers are strengthening subscription models and premium content offerings, others are expanding into video, Connected TV (CTV), branded content and e-commerce integrations.
At the same time, the industry continues to face challenges related to algorithm changes, pressure on CPMs and the adoption of more sophisticated programmatic monetization models.
Creativity also plays a decisive role during major sporting events. The campaigns most likely to succeed are those capable of integrating naturally with the content audiences are already consuming while responding rapidly to the tournament’s most significant moments.
Linda Ruiz: “Major events do not guarantee results—relevance does. The brands that stand out will be those capable of acting on audience attention in the moment and turning it into meaningful interactions. In this equation, the open web becomes a key environment for delivering scalable, non-intrusive experiences aligned with how users actually engage during the World Cup.”
In an environment where audience attention is distributed across multiple screens and platforms, the ability to reach users with timely and relevant messages is one of the key factors in differentiating advertising strategies during the FIFA World Cup.
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