How marketers can prepare
TV manufacturers are timing the launch of new devices this year to the World Cup, potentially opening up new ad inventory in the second half of 2026. More devices means more home screen impressions. Plan for supply expansion, not scarcity.
We’ll also see an influx of premium streaming TV inventory during the tournament and a long tail afterward as TVs remain in households. Marketers should build flexibility into budgets for the second half of 2026 to test interactive placements and sponsored discovery tiles tied to retailers.
Then there’s the creative. These ads are largely video-based and interface-driven: pause ads, home-screen placements, and interactive overlays. Short-form video is optimized for click-to-cart behavior in these environments.
Brands may also need to tweak their measurement strategies. CPG and fast-moving consumer goods brands may see shortened paths to purchase if transactions can occur via remote or synced retailer apps. Metrics like new-to-brand also become more relevant as opposed to sales metrics.
The winners won’t be the brands with the loudest 30-second spots. They’ll be the marketers who understand that the remote is now a shopping tool—connected to retailer ecosystems and mobile apps—creating a closed loop in the living room for the first time at scale.
The biggest screen in the house has always commanded attention. In 2026, it will finally capture transactions.
