World Cup 2026 Presents Big Opportunity for Radio

RADIO ONLINE | Thursday, April 30, 2026 | 2:57pm CT

Katz Radio Group

The 2026 FIFA World Cup is expected to create a major opportunity for radio advertisers, as the global event returns to the United States for the first time in more than 30 years. Spanning 11 host cities from June 11 through July 19, the tournament is projected to generate heightened audience engagement and increased consumer activity across markets.

According to Katz Radio Group's latest "Sound Answers" report, the World Cup represents a rare convergence of scale, attention and emotional connection, giving advertisers a chance to reach consumers during one of the most active periods in the media calendar.

Radio is positioned as a consistent companion throughout the event, particularly as fans follow matches across different time zones while continuing daily routines such as commuting, working and running errands. The report notes that AM/FM radio reaches 93% of U.S. adults monthly, or about 242 million people, including strong reach among younger listeners.

The medium's strength is also tied to engagement. Citing research, the report says six in ten listeners tune to radio for its sense of connection, while studies show increased web traffic on days when radio advertising is active.

Sports audio consumption further reinforces radio's position. Data from Edison Research indicates that 61% of U.S. sports audio listening occurs on AM/FM radio, significantly ahead of podcasts. Listening peaks during drive times, when audiences are often most accessible to advertisers.

Beyond reach, the World Cup is expected to influence consumer behavior, particularly in categories such as travel, retail and dining. As visitors and residents explore host cities, seek out viewing locations and make last-minute purchasing decisions, radio's ability to deliver timely, location-based messaging can help drive real-world action.

The report concludes that radio's combination of scale, accessibility and proven performance in driving outcomes-such as increased search activity, foot traffic and brand recall-positions it as a key platform for advertisers looking to capitalize on the World Cup's global attention.

To read the full report, click here.