Many brands debuted new ads during the Men's World Cup on Spanish-Language TV (SLTV), and those ads continued to perform well after the final whistle. The problem? Most of those ads went off the air.
According to our 2026 SLTV Outcomes Report, 233 new creatives from 102 advertisers premiered on Telemundo and Universo during the 2026 World Cup. Only 19% of them ran elsewhere on SLTV after the final, a missed opportunity for the brands behind them.
For brands looking to extend their World Cup investment, soccer was the obvious next play. Fans stayed engaged with World Cup debut ads well after the final. When those ads aired during soccer matches after the tournament, they were 43% more effective than the average SLTV ad.
Those ads held their own outside of soccer too, driving 15% stronger engagement than the average SLTV ad during non-soccer programming.
How Dove got more out of their World Cup ad
Dove proved that a World Cup creative can keep delivering long after the tournament ends. During the tournament, Dove debuted its "Keep Girls In Sports" ad, which confronts the body criticism that pushes many girls out of sports, then celebrates the joy of playing and Dove’s commitment to keeping girls in the game.
The ad was 21% more effective than the average SLTV ad during the World Cup, but it really hit its stride afterward. Across 199 airings on other SLTV programming, it was 63% more effective than the average SLTV ad.
Know where your ads will perform next
Debuting a new ad at a tentpole sporting event is a big investment, and it doesn't have to end with the final whistle. With EDO's outcomes measurement, brands can see which ads keep driving engagement, and where to run them next for the biggest return.
Want to see how World Cup ads performed during and after the tournament? Download our 2026 Spanish-Language TV Outcomes Report.