Soccer may gaining in popularity in the U.S, but not enough so that the World Cup is a money maker for 21st Century Fox this year, according to The Wall Street Journal.
Fox, which paid $900 million on soccer rights through the 2026 World Cup, hasn’t been able to deliver the number of viewers it guaranteed advertisers when they bought spots during the World Cup. As a result, Fox has had to compensate those advertisers through extra ad time. And those guarantees were based on ratings estimates that Fox had already adjusted downward last fall when the U.S. team failed to qualify for the tournament.
That isn’t good news for other media companies looking toward soccer as a possible way to bring in viewers, like AT&T’s Turner, which last year bought the U.S. rights to UEFA European soccer league games.