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
Millions more people may be able to get smaller, lightweight Amazon packages delivered by drones by the end of the year under a plan the company announced Wednesday to expand the airborne shipping to suburban areas in nearly 500 U.S. cities.
Customers could receive the drone deliveries in as fast as 30 minutes, Amazon said in a news release. The drones can carry packages up to 5 pounds.
The plan will intensify the battle between Amazon and Walmart to provide consumers with the fastest delivery times. Both giants rely on a mix of drones and drivers to deliver everything consumers have ordered.
The goal is not necessarily about cutting costs by replacing drivers and trucks — and drones that can only carry one package at a time would have a hard time doing that. But instead, these companies are using drones as one tool to help keep customers happy with quicker deliveries, banking on a faster delivery system attracting more shoppers.
Amazon’s plan would expand its drone delivery operation more than sixfold nationwide into hundreds of new communities, including the Chicago, Atlanta, Cleveland and Boise metro areas. The drones will primarily fly in the suburbs well away from skyscrapers and major airports that could cause problems. Each drone site serves multiple cities in a metro area, and Amazon would not say exactly how many new sites it is planning to begin flying from.
Hundreds of thousands of packages have already been delivered by Amazon drones this year, but even after this expansion drones will still only handle a fraction of the hundreds of millions of package deliveries each year. In addition to only being able to carry 5 pounds, the drones Amazon builds face countless challenges from tree cover to landscaping and inflatable pools that can make it hard to find a good drop zone.
There are also regulatory hurdles to overcome in every community where Amazon wants to set up operations. Noise concerns also pose a potential challenge.
“It’s still an experiment. It’s still in test and learn mode,” said Sucharita Kodali, who is a retail analyst with Forrester.
More than two decades have passed since Amazon founder Jeff Bezos first described his vision for drone deliveries in an interview on “60 Minutes,” which shows how hard it has been to develop the service, get all the needed approvals and prove the concept works.
Kodali said Amazon's expansion plan “does seem aggressive but remember that lots of the 500 may be small towns located in close proximity to one another. The coming soon list is actually only a handful of metro areas. Also ‘launching’ in a town doesn’t mean they are getting any meaningful sales.”
Walmart also uses drones in some locations as part of its delivery service, but the core part of its network relies on drivers to bring orders directly from its stores to customers. Walmart didn't immediately respond Wednesday to Amazon's announcement, but the retail giant said early this year that it planned to expand drone delivery service to 150 more stores in partnership with Wing, a division of Alphabet, to give it 270 drone delivery locations by 2027.
Initially, consumers might order something delivered by drone because they are curious about it, but it’s not clear how often they will continue to use the service, and Amazon is still working out the economics, Kodali said.
The service will be free for Amazon Prime members who are ordering more than $50 worth of goods, but smaller orders will cost members $2.99. Non-members will pay $4.99 for drone delivery.
Prime members get free deliveries while non-members pay a flat fee if the shipment is under $35 for standard delivery or up to $12.99 for same‑day shipments when available.
Kodali said drones could prove more useful for certain lightweight deliveries that are needed urgently like prescription medications.
DoorDash and other delivery companies also are experimenting with using drones to deliver foods and other goods.
Amazon’s CEO Andy Jassy told shareholders in his annual letter in April that the company has learned a great deal by flying drones in 11 sites across Arizona, Florida, Kansas, Louisiana, Michigan, Nebraska, and Texas. In each location, the drones launch from an Amazon warehouse and cover about 175 square miles, so it takes multiple drone launching locations to serve a large metro area.
“Prime Air now has a design that’ll scale, plans to serve communities with 30 million customers by year-end, and expects to deliver half a billion packages by the end of this decade (with an aim to deliver inside 30 minutes),” Jassy wrote.
Amazon is also continuing to invest in its warehouses, smaller fulfillment centers closer to customers and its fleet of trucks as the company competes to deliver packages within minutes or hours instead of just days.
It's not clear that drone delivery is cheaper than trucks at this point because a team of people is needed to make drone delivery possible and those people might even earn more than a truck driver since they may have to be licensed drone pilots.
Amazon is already certified by the Federal Aviation Administration and the company has been awarded waivers to fly drones beyond the line of sight of the pilots. Amazon has invested in safety measures to help drones avoid collisions with anything else in the sky while they are making deliveries.
The federal government has proposed a rule that would allow more drone operators to fly beyond the horizon, but that hasn’t been finalized yet.
FILE - An Amazon company logo marks the facade of a building, March 18, 2022, in Schoenefeld near Berlin. (AP Photo/Michael Sohn, File)
