Mark Ritson: Even in 2026, most people will watch the World Cup on TV

After another wonderful night in Russia and the sneaking sensation that it really could be coming home, it almost seems a shame to turn our attention from the pitch to the audience. But that’s what marketers do. When everyone else is watching the ball, we are watching the people watching the ball. Specifically, the size and nature of the online audience for this World Cup.
We might only be two weeks into the tournament but many pundits are already feverishly positioning Russia 2018 as the