From soccer pitch to sales pitch, USA TODAY Ad Meter expands to 2026 World Cup ads
From soccer pitch to sales pitch, USA TODAY Ad Meter expands to 2026 World Cup ads
Rick Suter, Ad MeterMon, June 1, 2026 at 10:45 PM UTC
0
USA TODAY Ad Meter is shifting from advertising's biggest stage at the Super Bowl to the game behind the game on the global platform of the World Cup.
With that, welcome to the USA TODAY Ad Meter Brand Spotlight: World Cup Edition!
During the five-plus weeks of international competition, our Ad Meter editorial team will highlight the advertisements that nail the creative messaging and capture the impact of the 2026 World Cup, from the TV commercials during the broadcast to digital placements and more.
Like the rush leading up to Super Bowl Sunday, the coverage will include a mix of content and historical tidbits, alongside the trending marketing moments that have set social media ablaze.
New in 2026, fans will have the opportunity to weigh in on the campaigns as well.
Here's everything USA TODAY Ad Meter fans …
What is USA TODAY the Ad Meter Brand Spotlight?
USA TODAY created the Ad Meter brand spotlight concept in 2024, the first editorial rollout focusing on the global campaigns for the Summer Olympics in Paris, France. The purpose was to add a new and exciting element to the franchise, which began in 1989, and bring more sports business and entertainment insights to the marketing rush during major sporting events.
Now, the program returns, and will include the voices and opinions of commercial and sports entertainment fans nationwide.
When does the Ad Meter brand spotlight begin and end?
The length of the 2026 World Cup, from Thursday, June 11 to Sunday, July 19, 2026.
How will this differ from USA TODAY Ad Meter during the Super Bowl?
The brand spotlight does not include the traditional Ad Meter ratings feed (1 to 5 scale) that fans use to rate the commercials. Instead, polling will be included in the editorial effort, allowing readership to weigh in on the World Cup campaigns.
Like this:
USA TODAY Ad Meter Brand Spotlight Polling Example for the 2026 World Cup launch.Will registered panelists be expected to participate?
USA TODAY Ad Meter registered panelists will not be specifically asked to participate, but we encourage commercial enthusiasts to read our content, weigh in on the campaigns, and share the coverage.
What ads are eligible for the brand spotlight?
While Ad Meter editorial will use discretion, we are expanding the coverage possibilities to include digital-only commercials just as much as the broadcast releases. This includes international ads, too. Please reach out to Rick Suter (rsuter@usatodayco.com) for more info.
Are there guidelines for submitting a commercial for possible coverage?
Although there isn't a specific set of guidelines for the brand spotlight, and we cannot confirm or promise editorial coverage, we’d ask that commercials be submitted using the following steps:
Advertisement
A YouTube/Instagram link to the commercial
A hi-res image of the commercial (it should be in the 1000 x 600 pixels range)
The title of the commercial
Are extended versions of commercials accepted?
Yes, we will accept longer cuts for our coverage.
Can brands or agencies control what's written?
We'll not accept any copy with the ad. However, interview opportunities regarding the campaign are a possibility. Our editorial team will reach out if there’s interest.
Why do we need a hi-res image?
The image acts as the thumbnail/featured image to the article.
* Photo Submission, Licensing Agreement: USA TODAY Ad Meter
As part of the USA TODAY Ad Meter experience, commercials submitted to the Ad Meter editors may be included in editorial coverage outside the voting platform in USA TODAY or any of its affiliate publications (“USA TODAY Network”). That incorporates posting the commercial spot (when applicable embargoes are lifted), or any part of it, within the USA TODAY Network.
Like the Ad Meter voting platform, a brand's submitted image will accompany its commercial in the editorial coverage, either as the primary photo in a standalone story or as a thumbnail in the rundown of World Cup ads. To ensure that a brand's submitted photo asset has such permissions for the editorial use, agencies or brands must confirm, in writing, that the images are acceptable for inclusion outside of the voting platform.
The confirmation can be completed via email response when submitting the assets to Rick Suter (rsuter@usatodayco.com) for Ad Meter.
Is it permissible to promote a commercial that has been spotlighted by Ad Meter editorial on social media?
Absolutely! As always, the more voices, the better. We will keep an eye on social media during the World Cup and fully expect brands to use the various outlets to promote their campaign. Be sure to use the hashtags #AdMeter and #USATODAYAdMeter when posting!
How is the winner determined?
Campaigns will be categorized into groups (or pools, in World Cup parlance), including Food and Beverage, Auto, Money, Sport/Athletic, Theatrical, Travel, and Tech.
As the World Cup progresses, Ad Meter editorial will track audience sentiment for the various campaigns in each category, which will complement expert opinions from the USA TODAY Network.
In July, the top vote-getters from each category will be part of a final poll to help determine the USA TODAY Ad Meter Brand Spotlight: World Cup Edition Gold, Silver and Bronze winners.
The Ad Meter Podium announcement will launch before the final match on July 19, 2026.
How will people know which brand won?
The winners will be revealed on admeter.usatoday.com and across USA TODAY social media channels on the morning of the World Cup final (Sunday, July 19, 2026).
What if my question wasn’t answered?
Please contact Rick Suter (rsuter@usatodayco.com) and he’ll be sure to get back to you!
This article originally appeared on Ad Meter: USA TODAY Ad Meter Brand Spotlight: World Cup Edition — FAQs
Source: “AOL Sports”
