NEW YORK--(BUSINESS WIRE)--Jul 20, 2026--
EDO, the TV outcomes company, today released its performance ranking of the entire FIFA World Cup 2026™ — from the tournament's opening match to the final. EDO’s World Cup TV outcomes ranker showcases brands like Kalshi, Oura Ring, and AT&T in the lead with the most engaging spots of the tournament. EDO scored every national World Cup ad, across English and Spanish language airings, based on how effective each spot was at driving the investment-grade signals most proven to predict future sales. EDO’s World Cup total tournament TV outcomes ranker, featuring performance data from 369 brands across 22 categories is available at edo.com/worldcup.
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"The World Cup is one of TV's biggest stages, exactly the kind of moment EDO is built to measure. And for six weeks across hundreds of brands, hundreds more ads, and two languages, there's only one metric that matters most: immediate, mid-funnel TV outcomes," said Kevin Krim, President and CEO, EDO. "We didn't ask people what they thought of the ads because it’s not a popularity contest. We watched what they did after they saw them — the same standard we hold every ad to, from the Super Bowl to the World Cup Final. Take Kalshi: their spot generated the most engagement of the entire tournament — proof that a breakout ad can win just as big as any established brand. The brands at the top of this list moved people to act and moved their businesses forward."
"AI has changed how consumers engage with ads and revealed what actually moves them most — the World Cup is no exception. Brands now need to quickly know if their ad actually broke through, while their campaign is still in-flight. Most TV measurement comes up short here, but not immediate mid-funnel outcomes," said Laura Grover, SVP, Head of Client Solutions, EDO. “This matters most to marketers investing in live sports moments like the World Cup. Our latest research shows search-to-site visits have fallen 22% in the past year, as AI answers more before a consumer even clicks. That makes our World Cup findings even more telling: brands like AT&T, Oura Ring, and Adidas didn't just lead their categories, they generated some of the highest engagement multiples across 369 brands and 22 categories where we tracked every ad’s impact on immediate, ad-driven outcomes. That's why measuring the mid-funnel matters most."
THE MOST ENGAGING FIFA WORLD CUP 2026™ ADS
According to EDO's TV outcomes data, the top 10 ads of the entire FIFA World Cup 2026™ that drove the greatest consumer engagement include:
FIFA WORLD CUP 2026™: TOP BRAND PERFORMERS BY CATEGORY
EDO ranked a total of 1,248 brand ads across 22 brand categories from Automotive to Travel, throughout the entire tournament. Every ad in EDO’s World Cup total tournament ranker is indexed against benchmarks drawn from every advertisement in the World Cup.
Key World Cup category winners include:
HOW EDO RANKED EVERY AD IN THE FIFA WORLD CUP 2026™
EDO scored every national ad that aired during the 2026 FIFA World Cup™ — across the full tournament, from the group stage through the final — based on the incremental online engagement for an advertised brand or product immediately following an individual ad's airing. Rankings reflect every airing EDO tracked across the tournament, indexed to the full field — not a self-reported sample. Data in this release shows the top 500 brand ads, and is preliminary and subject to slight adjustments based on EDO's final World Cup analysis. To see the TV ad outcomes ranking for the World Cup, visit edo.com/worldcup.
ABOUT EDO
EDO is the TV outcomes company. Our leading measurement platform connects convergent TV airings to the ad-driven consumer behaviors most predictive of future sales. EDO empowers the advertising industry to maximize media impact, measure creative performance, and know the fair value of every impression — across linear and streaming for an increasingly programmatic world. By combining immediate engagement signals with world-class decision science and vertical AI, EDO equips industry leaders with syndicated, investment-grade data that aligns media to business results — with detailed competitive, category, and historical insights. Leading brands, agencies, networks, streamers, and studios trust EDO’s TV intelligence to know what works.
Kalshi, Oura Ring, and AT&T Score the Most Engaging Ads of the FIFA World Cup 2026™, ranked by TV outcomes data on edo.com/worldcup
BEIRUT (AP) — Lebanon's president will meet with U.S. President Donald Trump on Tuesday to wrap up a four-day visit to Washington, in a bid to bring about long-term calm in the war-torn country after months of war between Israel and the Iran-backed Hezbollah militant group.
Joseph Aoun's landmark meeting with Trump comes as Lebanon and Israel continue to hold rare direct talks mediated by Washington. Lebanon hopes they will result in Israeli troops withdrawing from large swaths of southern Lebanon that they currently occupy, and for the Lebanese military to receive support to assert full control in areas where Hezbollah militants had held sway.
Lebanon and Israel announced a “framework agreement” on June 26, setting a plan for Israeli forces to withdraw from southern Lebanon as well as the disarmament of Hezbollah, which for decades had a strong presence in the area. It also lays out steps toward an eventual peace agreement between both countries, which have never held formal diplomatic ties and have been nominally in a state of war for nearly 80 years after Israel’s establishment.
The U.S. State Department announced Monday that operations in three villages deemed part of a “pilot zone” had begun, without giving details on what that entailed. Two of the three villages, Froun and Srifa, are not under Israeli military control and the Lebanese army is present there, while Israeli forces are in part of Zawtar al-Gharbieh.
The Lebanese army in a statement said it was preparing for Israel to withdraw from Zawtar al-Gharbieh and that it had begun deploying troops to the area Tuesday. The Israeli military said it “will adjust its force posture in one of the pilot areas in order to enable the Lebanese Armed Forces to carry out their mission,” without specifying the location.
An Israeli military official, speaking on condition of anonymity in accordance with military guidelines said Tuesday that the withdrawal had not yet begun.
Aoun met with Secretary of State Marco Rubio on Sunday, who said Washington will continue to endorse the Lebanese agreement and support the agreement's full implementation. Rubio described the meeting as “very positive” and warned that Lebanon will “never be fully at peace” as long as the Hezbollah issue is not resolved.
“How do you replace Hezbollah? You defeat and replace them with a government that is strong enough to be the sole force of arms in the country,” Rubio said after the meeting. Skeptics in Lebanon fear that a military confrontation with Hezbollah could lead to a civil war, as government officials have also urged for investment into the country's battered infrastructure to empower the weakened state, which Rubio echoed.
“This is not just about military stuff," he added. "This is about how can we attract more U.S. and international investment into Lebanon.”
The Lebanese military last week increased its presence in some of the areas expected to be included in the pilot zone, including the three villages, with troops patrolling and setting up checkpoints. Though recent talks in Rome have signaled that the agreement’s implementation will begin soon, Israeli troops have not withdrawn from the areas under control.
Israeli officials, meanwhile, have said they plan to keep forces long term in a “security zone” in southern Lebanon.
Hezbollah has dismissed the direct talks brokered by the United States and instead backed Washington’s talks with their key ally and patron Iran to end their war, which also includes ending the war in Lebanon as a condition to bring back calm.
Lebanon’s government came to power on a reformist platform in early 2025, vowing to disarm all non-state groups including Hezbollah. It blames Hezbollah for dragging the country into another war with Israel in March when the militant group fired several rockets toward northern Israel after the U.S. and Israel attacked Iran.
Beirut's leadership, however, has condemned Israel’s subsequent ground invasion and massive aerial campaign in the country, which killed over 4,000 people and displaced 1.2 million others. While grappling with stark political opposition from Hezbollah and allies within the deeply divided country, Lebanon's leadership insists that Israeli withdrawal and international financial support for Lebanon’s cash-strapped army is crucial for a sustainable security solution.
Associated Press writer Giovanna Dell'Orto in Jerusalem contributed.
Lebanese women pass by houses that were destroyed in Israeli strikes during the war with Hezbollah in Froun village, southern Lebanon, Thursday, July 16, 2026. (AP Photo/Mohammed Zaatari)
A Lebanese army soldier stands at a checkpoint in Froun village, southern Lebanon, Thursday, July 16, 2026. (AP Photo/Mohammed Zaatari)
Lebanese army soldiers stand at a checkpoint in Froun village, southern Lebanon, Thursday, July 16, 2026. (AP Photo/Mohammed Zaatari)
