How MNTN Advertisers Fared During Soccer’s Biggest Tournament

This summer, one of television’s biggest live sports moments played out on Telemundo, and a wide field of brands showed up to reach viewers while the games were on. Between mid-June and mid-July, their campaigns delivered nearly 35 million impressions, drove more than 1.2 million site visits, and produced close to 58,000 conversions.

TV’s biggest moments have long been where major brands go to reach new audiences and win new customers. That value is also what has kept the inventory out of reach for all but the biggest spenders: the moments brands most want to be part of tend to be the hardest and most expensive to buy into, often on terms locked in well ahead of time. What these campaigns reveal is a more flexible way in. Brands reached audiences on premium Connected TV (CTV) during the live games, then measured what happened afterwards all the way through to site visits and conversions. We explored the campaign data closely, and a few patterns stood out.

Getting a Response Out of the Room

Across the campaigns, advertisers reached about 2.86 million households. The site visits those campaigns generated came out to roughly 42% of that base, a strong response rate for CTV when measured against the audience reached. That is real action after exposure, with viewers moving from watching a game to visiting an advertiser’s site. On the return side, these campaigns also delivered a blended 8.35x ROAS, a signal the performance held up well past top-of-funnel reach.

Perhaps unsurprisingly, site visits peaked on the day of the final match. The tournament’s biggest moment produced the campaign’s strongest day of audience action, underscoring why marquee TV moments still matter for performance-minded brands. These are still the events that gather the largest, most engaged audiences, and brands that show up for them can turn that attention into visits and conversions.

A Crowded Field, First-Timers Included

Where a tentpole sports event like this was once the sole territory of a small set of national TV spenders, with MNTN, advertisers who may have been previously priced out were able to get into the game, from tech and food to financial services, insurance, higher education, footwear, home services, and nonprofits. 29% of advertisers were actually running on television for the first time. A debut like that, inside a live event this big, shows how low the barrier to entry has fallen.

The Results Went Into Extra Time

Someone who sees a brand during a match they care about might act on it that night, or two days later when a game isn’t on. Premium placement in an event with real cultural weight earns attention that keeps working after the broadcast ends. And that’s exactly what we saw in the data.

On the days where no ads were served, site visits and conversions didn’t drop off. In fact, viewers kept visiting advertiser sites and converting at almost the same daily pace as when campaigns were live. The exposure people picked up during the games carried forward and prompted action even on days when nothing new was in front of them. So showing up in a live event pays off in the moment, and well beyond the seconds an ad is on screen.

Worth Showing Up For

The takeaway for advertisers eyeing a moment like this one is straightforward. Live sports events of this magnitude are now within reach on premium CTV without the heavy upfront commitments the format has usually required, and the results can be tracked from first exposure through to site visits and conversions. The clearest proof sits in the days after the matches, when audiences kept acting on what they had already seen. Showing up for the games kept paying off long after the final whistle.