New research analyzing broadcast coverage of the largest FIFA World Cup in history recorded more than 93,000 visible appearances of brands promoting unhealthy food and drink, alcohol, gambling, and speculative products. That equates to one such branding exposure every seven seconds across the tournament's coverage.
The study tracked how often these product categories appeared on screen during World Cup coverage. Unhealthy food and drink brands were among the categories counted, along with alcohol, gambling, and speculative products.
The findings highlight the sheer volume of promotional content for potentially harmful products during one of the world's most-watched sporting events. The study does not provide specific policy recommendations, but it underscores the scale of exposure viewers faced.