Apple bets on the World Cup

Who’s on Top? – June 11-17, 2018

Spend on national TV reached $967 million the week of June 11th, a minimal increase from the previous week despite airings of big ticket events like the U.S. Open Golf Championship and FIFA World Cup tournament. Spend on new advertising had a similar increase, reaching $154 million.

The U.S. Open was the big winner for overall advertising revenue, with advertisers spending $106 million on ad time. Because the World Cup has limited commercial breaks, the initial games of the tournament brought in just over half that with $56 million in revenue. Both sporting events fared relatively equally however when it came to spend on new advertising, with golf and soccer bringing in $26 million and $24 million respectively.

Creative Spotlight

In the spirit of the World Cup, Apple naturally released a soccer themed ad showing off the camera functions of its iPhone X. The company spent $4.7 million on airing the new commercial, which shows different ways to shoot photos and videos of soccer and directs viewers to a website with “how to” tips.


Apple placed $2.6 million of its overall TV budget for the week during the World Cup, ranking it the number 5 advertiser overall for spend during tournament, lagging behind Verizon (1), Sprint (2), Ford (3) and McDonald’s (4).

This data is part of ongoing reporting we release on a weekly basis. Make sure to check back every week for the most recent data, or contact us to learn how you can discover your competitors’ breaking ads on your own in real–time using our AdScope tool. Already an AdScope customer? Log in now and see what your competitors are up to.

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