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What will you find in this Use Case?

• Second screening is the norm: WhatsApp leads as the undisputed "digital stadium" across all analyzed countries (ranging between 64% and 71%). Instagram is the definitive second screen, especially dominant in Brazil (59%) and Argentina (47%).
• Active game-time consumption: 77% of respondents actively consume products while watching the matches. Snacks are the universal baseline (82%), while food delivery is expanding rapidly in markets like Peru (47%) and Mexico (39%).
• The sponsorship challenge: Official sponsorship without targeted local activation does not generate closeness; 49% of viewers do not feel sponsoring brands are any closer to them. Brands relying on humor perform best, leading viewer attention in 5 out of the 6 surveyed countries.
• Resistance to Artificial Intelligence: While AI is widely used for checking game statistics (32%) and score predictions (26%), Argentina stands out as a major outlier: 49% state they would not use AI at all for sports-related topics.