MXI Group
Campaign Wrap Report · World Cup 2026

World Cup 2026 Campaign Wrap

BoyleSports × That's Football · MXI Group · 11 Jun – 19 Jul 2026 · 424 pieces of content across 6 channels
182% of target delivered

Executive summary

9.31M UK & Ireland views took the campaign to 182% of its contracted target and 155% of its stretch target. The campaign was built around a clear goal: reach BoyleSports' addressable market efficiently while placing the brand around the World Cup moments fans cared about most. Livestreams, watchalongs, match reaction and the branded Game Changers series delivered that in-market reach across 424 pieces of content on six channels, at an effective £22.83 CPM against the contracted-market KPI. The campaign also generated 26.4M total views globally, included throughout this report only as secondary context.

Campaign content 424 pieces sustained in-market reach

Livestreams, watchalongs, match reaction and Game Changers delivered 9.31M UK & Ireland views across six channels.

What drove it Three channels delivered 83% of UK & Ireland views

YouTube contributed 3.66M, X delivered 2.10M and Facebook added 2.00M UK & Ireland views.

How the mix delivered Different platform roles built the in-market result

YouTube delivered the greatest UK & Ireland volume, while Facebook and Game Changers achieved the strongest in-market concentration.

BoyleSports × That’s Football · FIFA World Cup 2026

Boyle ownedthe moments thatmattered.

9.31M UK & Ireland views and 182% of contract, with strong delivery throughout and further peaks around England fixtures.

UK & IRE delivery vs target182%
Contract 5.10MStretch 6.00M
9.31MUK & Ireland views
182%Of target delivered
£22.83UK & Ireland CPM
26.4MSecondary: total views

Headline performance

All channels, organic delivery · 11 June – 19 July 2026
9.31M
UK & Ireland views delivered
182%
Of the 5.10M contracted target delivered
+4.20M
UK & Ireland views above target
£22.83
Effective CPM on contracted UK & Ireland views
2.76%
Secondary context: blended engagement rate across tracked platforms
26.4M
Secondary context: total campaign views

Delivery against targets

UK & Ireland views were the contracted KPI. Every bar below uses the same 0–10M scale.
Actual delivery9.31M
+4.20M above the contract target
Contract target5,104,800 views
Stretch target6,000,000 views
Delivered9,309,547 views
010M views
182%of the contract target delivered
155%of the stretch target delivered
View secondary context: total campaign delivery by week

Weekly total-view delivery through the tournament

UK & Ireland weekly splits were not available. This chart therefore shows total campaign views by tournament week and should be treated as secondary context. X posts are assigned to weeks by publish date.
2M4M6M8MYouTube: 1,268,433 viewsX (Twitter): 1,249,889 viewsFacebook: 116,024 viewsInstagram: 127,907 viewsGame Changers: 106,181 viewsStories: 6,545 views2.9MWk 1GroupsYouTube: 959,098 viewsX (Twitter): 168,605 viewsFacebook: 136,500 viewsInstagram: 139,829 viewsGame Changers: 59,223 viewsStories: 3,267 views1.5MWk 2GroupsYouTube: 593,251 viewsX (Twitter): 133,971 viewsFacebook: 107,400 viewsInstagram: 52,380 viewsGame Changers: 129,105 viewsStories: 5,042 views1MWk 3GroupsYouTube: 1,786,009 viewsX (Twitter): 205,976 viewsFacebook: 56,100 viewsInstagram: 150,868 viewsGame Changers: 179,725 viewsStories: 5,229 views2.4MWk 4R32YouTube: 2,844,069 viewsX (Twitter): 2,494,098 viewsFacebook: 1,423,057 viewsInstagram: 1,152,296 viewsGame Changers: 132,607 viewsStories: 77,327 views8.1MWk 5R16YouTube: 1,967,632 viewsX (Twitter): 1,134,873 viewsFacebook: 756,319 viewsInstagram: 533,812 viewsGame Changers: 154,148 viewsStories: 26,765 views4.6MWk 6QFYouTube: 1,677,068 viewsX (Twitter): 205,440 viewsFacebook: 1,285,952 viewsInstagram: 1,332,839 viewsGame Changers: 124,720 viewsStories: 32,200 views4.7MWk 7SFYouTube: 804,666 viewsX (Twitter): 176,256 viewsFacebook: 34,897 viewsInstagram: 117,290 viewsGame Changers: 202,994 viewsStories: 2,921 views1.3MWk 8Final
YouTubeX (Twitter)FacebookInstagramGame ChangersStories
How to read this chart: each bar stacks the six channels for one tournament week. These are total campaign views, not UK & Ireland-only views.

Performance by channel

Rank the channels by:
UK & Ireland views are the primary ranking metric. Engagement is supporting all-market context and is shown only where it was tracked: YouTube, Instagram, Stories and Game Changers.
9.31MUK & Ireland views
182%Of contracted target delivered
26.4MSecondary: total campaign views

Ranked channel delivery

3M6M9M12MYouTubeYouTube - total: 11,900,226 viewsYouTube - UK & Ire: 3,658,407 views11.9M3.7MX (Twitter)X (Twitter) - total: 5,769,108 viewsX (Twitter) - UK & Ire: 2,101,199 views5.8M2.1MFacebookFacebook - total: 3,916,249 viewsFacebook - UK & Ire: 1,997,008 views3.9M2MInstagramInstagram - total: 3,607,221 viewsInstagram - UK & Ire: 988,237 views3.6M988KGame ChangersGame Changers - total: 1,088,703 viewsGame Changers - UK & Ire: 495,887 views1.1M496KStoriesStories - total: 157,297 viewsStories - UK & Ire: 68,810 views157K69K
Total viewsUK & Ireland views

Channel detail

Each card compares UK & Ireland share with the 35.2% campaign average

Commercial return

The contracted KPI was UK & Ireland views, so this section leads with their effective cost per thousand.
Contracted KPI CPM £22.83

per 1,000 UK & Ireland views

The clearest measure of value

BoyleSports invested £212,500 and received 9,309,547 UK & Ireland views. Dividing one by the other gives an effective CPM of £22.83. This is the primary efficiency measure because UK & Ireland delivery was the contracted KPI.

£212,500 ÷ 9,309,547 × 1,000 = £22.83 45% lower than the £41.63 CPM implied if delivery had stopped at the 5.10M contract target.
£212,500Total campaign investment
9.31MUK & Ireland views delivered
+4.20MViews delivered above the contract target
~£175KIndicative equivalent value of overdelivery at the contracted rate
Supporting context: the campaign delivered 26.4M views globally, equal to an £8.04 blended CPM. That broader figure is useful context, but it is not the contracted-market KPI.

Indicative UK & Ireland CPM, by channel

£8£16£24£32YouTube: £26.14 per 1,000 UK & Ire views£26YouTubeX (Twitter): £22.07 per 1,000 UK & Ire views£22XFacebook: £15.76 per 1,000 UK & Ire views£16FacebookInstagram: £29.34 per 1,000 UK & Ire views£29InstagramGame Changers: £17.65 per 1,000 UK & Ire views£18Game ChangersStories: £18.37 per 1,000 UK & Ire views£18StoriesCampaign avg £22.83
Modelled analysis: channel-level spend was not contracted separately. This chart allocates the £212,500 investment by each channel's share of total views, then divides that amount by its UK & Ireland delivery. Lower bars indicate a stronger concentration of contracted-market attention, not a separately purchased channel CPM.

Value summary

By the quarter-final stage, the contracted target had been met. Delivery then continued through the semi-finals and final weekend, bringing the effective UK & Ireland CPM down to £22.83 from the £41.63 implied by the contract target. That is a 45% efficiency improvement.

+82%over contract
View audience data:

UK & Ireland channel mix

How the 9.31M contracted-market views were distributed across channels.
ChannelUK & Ire viewsShare
YouTube3,658,40739.3%
X (Twitter)2,101,19922.6%
Facebook1,997,00821.5%
Instagram988,23710.6%
Game Changers495,8875.3%
Stories68,8100.7%
Total9,309,547100%
Target: 5.10M UK & Ireland views. Delivered: 9.31M. Result: 4.20M views above target.
Data coverage: UK & Ireland-specific age and gender splits were not supplied. The available all-market demographic profile is shown under Total campaign only.
View supporting context: all-market audience profile

All-market audience breakdown

The platforms did not provide UK & Ireland-specific demographic splits. The age and gender data below therefore describe the broader audience and are supporting context, not contracted-market results. Facebook is excluded from the combined age chart because it reports only the leading age band.

Gender

Male: 92.8%Female: 7.2% 92.8% male
Male92.8% Female7.2%

Views-weighted; consistently 91-97% male on every channel.

Age groups

18-24
24.7%
25-34
41.0%
35-44
19.4%
45-54
8.7%
55+
6.2%

The youngest available platform demographic categories are presented as one consolidated 18-24 reporting band.

Market delivery

35.2%
UK & Ireland share of all views (9.31M) - the contracted market and the campaign KPI
The campaign was UK & Ireland-led by design. The remaining 17.1M views broadened BoyleSports' visibility across That's Football's global audience, but should be treated as additional reach rather than contracted-market delivery.

Top-performing content

The highest-performing playable posts ranked by UK & Ireland views. Total campaign views remain available as secondary context.
Rank content by:

Campaign learnings

Channel role 3.66M UK & Ireland views from YouTube
Selected learning

YouTube delivered the greatest in-market volume

YouTube contributed 3.66M UK & Ireland views, equal to 39.3% of contracted-market delivery. Livestreams and watchalongs were central to that result, showing how live matchday formats gathered BoyleSports' priority audience around major fixtures.

Select a learning below to explore the evidence