Kevin Maloy, vp of NexxenTV, Nexxen
The 2026 FIFA World Cup is shaping up to be a landmark moment. Not only is it expanding to include more teams and arriving on North American soil, but it will also illustrate a new reality for premium television: Audiences can be massive and still hard to pin down. Live sports remain one of the most reliable sources of concentrated attention, but the path to that attention is increasingly fragmented.
For advertisers, the challenge is not whether people will watch; it is where they watch, how they move between platforms and how quickly plans need to adapt. Fragmentation is no longer an edge case; it is the operating environment, and marketing strategies have to be built with that reality in mind.
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