34.1 million mentions. 1.57 billion engagements. Fifteen days, before the tournament.
We analysed the World Cup 2026 conversation between 28 May and 11 June to find where attention was forming, and what that means for anyone trying to shape it.
Three things stood out.
Reach and resonance are not the same signal. Portugal ranked second on mention volume, then fell well down the table once engagement was counted, while Argentina rose to second. Being talked about and being reacted to are different problems, and they need different plans.
The ratio was roughly 46 to 1. Every unit of visibility carried about forty-six units of reaction behind it. At that scale the tournament stops being a sports audience and becomes a mass-reach platform.
Instagram carried 50.2% of engagement. Visual-first is not a preference here, it is where the conversation actually lives.
The full analysis is now live, with the language split, platform dynamics, the audience breakdown, and what we would do with all of it.
📖 To read and download the full report
Conversations create momentum. Data, insights, and impact: that is how wins are built.