UK & Ireland views finished 4.2M above contract and passed the 6M stretch goal before the semi-finals.
Executive summary
That’s Football delivered 424 pieces of campaign content for BoyleSports across six channels, generating 26.4M total views. The campaign reached 9.31M UK & Ireland views, delivering 182% of the contracted target and 155% of the stretch target. Tracked engagement ran at 2.8%, while the £8.04 blended CPM remained comfortably inside typical partnership benchmarks.
Week 5 reached 8.1M views. YouTube powered reach, while Instagram supplied the strongest tracked engagement rate.
Keep Facebook and Game Changers in the mix, then sharpen the UK & Ireland execution across YouTube and Instagram.
BoyleSports × That’s Football · FIFA World Cup 2026
Target, smashed.
9.31M UK & Ireland views against a 5.10M contract target - 182% delivered across the tournament.
UK & IRE delivery vs target182%
TARGETSTRETCH
26.4MTotal views
424Pieces of content
9.31MUK & Ire views
£8.04Blended CPM
Headline performance
All channels, organic delivery · 11 June – 19 July 2026
182%
Of UK & Ireland target delivered (9,309,547 vs 5,104,800)
26.4M
Total views (26,438,804)
9.31M
UK & Ireland views · 35.2% of total
462K
Engagements on tracked platforms (YouTube, Instagram, Stories, Game Changers)
2.76%
Engagement rate on tracked views (16.75M)
£22.83
Effective CPM on contracted UK & Ireland views · £8.04 blended across all 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
182%of the contract target delivered
155%of the stretch target delivered
Weekly delivery through the tournament
Views by tournament week, all channels. X posts are assigned to weeks by publish date.
YouTubeX (Twitter)FacebookInstagramGame ChangersStories
How to read this chart: each bar stacks the six channels for one tournament week. Delivery built through the group stage, then stepped up sharply from the Round of 16 (week 5, 8.1M views) through to the final.
Performance by channel
Rank the channels by:
Engagement figures are shown where the platform log tracked likes, saves, reposts and comments (YouTube, Instagram, Stories, Game Changers). Facebook and X delivery was logged as views, watch time and audience data.
26.4MTotal campaign views
9.31MUK & Ireland views
35.2%Contracted-market share
Ranked channel delivery
Total views
UK & Ireland subset
Total viewsUK & Ireland views
Channel detail
Select any card to open its channel reportUK & Ireland delivery vs campaign average
How to read this section: each card compares the channel's UK & Ireland share with the campaign average of 35.2%. Blue-edged cards over-indexed for the target market; grey-edged cards traded UK share for global scale. Click a channel to open its individual report.
Commercial return
Primary measure: cost per 1,000 contracted UK & Ireland views.
Contracted KPI CPM
£22.83
per 1,000 UK & Ireland views
What BoyleSports paid for contracted-market delivery
BoyleSports invested £212,500 and received 9,309,547 UK & Ireland views. This is the relevant cost-efficiency calculation 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
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
Every contracted UK & Ireland view was delivered by the quarter-final stage, and the campaign continued to compound value through the semi-finals and final weekend. The overdelivery means BoyleSports effectively paid £22.83 per thousand views in its home markets versus the £41.63 implied by the contract - a 45% efficiency gain.
+82%over contract
Views by channel
| Channel | Views | Share |
|---|---|---|
| YouTube | 11,900,226 | 45.0% |
| X (Twitter) | 5,769,108 | 21.8% |
| 3,916,249 | 14.8% | |
| 3,607,221 | 13.6% | |
| Game Changers | 1,088,703 | 4.1% |
| Stories | 157,297 | 0.6% |
| Total | 26,438,804 | 100% |
Audience breakdown
Views-weighted audience profile across channels where the platforms provided demographic data. Facebook reports audience by top age band only, so it is excluded from the age profile below (it skewed the oldest of all channels, led by 45-54s).
Gender
Male92.8%
Female7.2%
Views-weighted; consistently 91-97% male on every channel.
Age groups
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, with the remaining 17.1M views reaching That's Football's global football audience - useful halo for a tournament where global conversation drives betting interest.
UK & Ireland share by channel
How efficiently each channel reached the contracted market.
Audience alignment analysis
How delivery mapped to the target audience: UK & Ireland-based, male-skewed, 18-44 football bettors.
Age alignment
84%
18-44 was the core of the audience
83.7% of demographically-attributed views came from the 18-44 bands - the key betting-active audience.
Gender profile
93%
Strongly male-skewed delivery
The views-weighted audience was 92.8% male, consistent across every channel (91-97%).
Market delivery
9.31M
UK & Ireland delivery beat target by 82%
Facebook (51.0%) and the Game Changers series (45.5%) had the highest UK & Ireland concentration; YouTube delivered the largest absolute UK & Ire volume (3.66M).
Top performing content
The highest-viewed pieces across the campaign, watchable directly on the page once the report is hosted. (Facebook and Instagram only serve embeds to a live URL; when the file is opened locally, cards link out to the platform instead.)
Campaign learnings
Live matchday formats drove the scale
The five biggest pieces of content were all YouTube livestreams and watchalongs, topped by 731K views. Live formats around big fixtures were the campaign's reach engine - YouTube alone delivered 45% of all views.
The knockout rounds were the moment
Delivery stepped up sharply once the knockouts began: the Round of 16 week alone delivered 8.1M views (31% of the campaign), and weeks 5-7 combined for 17.4M. Tournament pacing should weight investment towards the business end.
Instagram was the engagement engine
Instagram posts ran at a 5.8% engagement rate - the strongest of any channel - including a single reel that generated 45K engagements (7.5% ER) on 609K views. Great for brand warmth, not just reach.
Facebook found the UK & Ireland audience
Facebook had the highest UK & Ireland concentration of any channel at 51.0%, and skewed older (45-54 led) - a different, more betting-shop-aligned audience than the youthful YouTube/IG core. A valuable complement, not a duplicate.
Game Changers gave the brand a home
The branded Game Changers series added 1.09M views at 45.5% UK & Ireland - nearly ten points above campaign average - showing that a repeatable, BoyleSports-owned format can hold its own inside a busy tournament feed.
Stories carried the click-through load
Every story ran with a BoyleSports tracking link, making the 157K story views the campaign's always-on, direct-response layer. Pairing big-reach posts with linked stories is the right conversion structure to repeat.
Next tournament recommendations
The Euros and the next World Cup cycle give BoyleSports a proven playbook to build on.
Weight budget to the knockouts
Two-thirds of all views came from the knockout rounds. Structure the next deal with a lighter group-stage base and a heavier knockout activation layer, including guaranteed livestream slots around quarter-finals onwards.
Double down on live
Livestreams and watchalongs were the top performers. Build BoyleSports odds and price boosts natively into the live format (segments, on-screen odds, Fan Forecast reads) rather than relying on companion posts.
Grow the Game Changers franchise
The series over-indexed on UK & Ireland delivery. Commission it as a standing weekly property between tournaments so the audience habit is already built when the next major kicks off.
Extend engagement tracking to FB & X
Facebook and X were logged on views and audience only. Adding likes/reposts/comments capture would give a complete engagement picture and a fair cross-channel ER comparison next time.
Keep the Fan Forecast loop
84 fan questions were logged and fed into scripts across the campaign. This audience-in-the-content loop is cheap, differentiating and directly attributable - formalise it as a named segment with a BoyleSports prize mechanic.
Report clicks alongside views
With tracking links already running on stories, fold click and redirect data into the next wrap so the report can connect reach to measurable traffic into boylesports.com.
Strategic takeaway: the partnership over-delivered its contracted market by 82% at a £8.04 blended CPM. The next cycle should protect that efficiency while converting proven reach formats - live, Game Changers, Fan Forecast - into deeper BoyleSports brand integration and measurable click-through.