The conference "yadayada/+M: Who Won the World Cup?" takes place on September 24 and will present the results of a study that measured the performance of 24 advertising campaigns broadcast during the 2026 World Cup in Portugal and Spain. The study was developed by the yadayada agency in partnership with Granpaso and Toluna, and analyzed not only the campaigns, but also the consumption habits and brand associations of the population of both countries during the competition.
The data collection was carried out through the Toluna panel among more than 2,000 people representative of the population aged 18 or over, with 1,005 from Portugal and 1,038 from Spain. The study was collected in the week following the final, when the campaigns were still fresh in viewers' memory. The article highlights that this is not a study about sponsorship return, but rather about advertising around the World Cup, focusing on campaigns, creativity and what stuck in people's minds.
One of the particularities of the study is the fact that it is Iberian, comparing Portugal and Spain side by side, which is relevant given that both countries will host the 2030 World Cup. The study also goes beyond brands and advertisements, showing how Iberians experienced the World Cup, including who watched what, on which screens, and the profile of the Portuguese and Spanish football fan.
After the presentation of results, four brands will participate in two panels moderated by +M/ECO. The first panel, "The brand in football vs. football in the brand," features Ana Freitas from McDonald's Portugal, Constança Macedo from BPI and Rui Borges from Plot. The second panel, "The World Cup as a chapter, not a story," includes Filipa Magalhães from Sagres, Rita Dinis from Continente and Margarida Costa, CEO of Yadayada.
