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# Nielsen breaks down World Cup 2026 fandom by local market, not just national ratings
- URL: https://fabric-media.ghost.io/nielsen-breaks-down-world-cup-2026-fandom-by-local-market-not-just-national-ratings/
- Published: 2026-08-22T17:56:52.000Z
- Updated: 2026-09-01T21:35:57.000Z
- Description: Location, location, location. Nielsen’s new report layers Local TV View, Scarborough and Fan Insights data to show why non-host cities like Kansas City and St. Louis out-indexed on World Cup viewership, driven by existing soccer culture and traveling fan bases.
- Author: Fabric.Media Editorial
- Tags: Measurement

**Why it matters.** Advertisers targeting soccer audiences can now buy against local-market fandom data rather than assuming national ratings apply evenly across cities.

*Signal from* [*nielsen.com*](https://nielsen.com/?ref=fabric-media.ghost.io) *·* [*read the original*](https://www.nielsen.com/insights/2026/nielsen-fifa-world-cup-2026-local-fandom-insights-report/?ref=fabric-media.ghost.io)*.*