For the first time in decades, Mexico is hosting the most-watched tournament on the planet. And this time, the screen is already connected.
Some events bring a country to a standstill. The World Cup is one of them. But what many brands have yet to realize is that the 2026 World Cup won't just live inside the stadium, nor only during the 90 minutes of each match. It will live on the screens of 51 million Mexicans, for 40 days straight, in a conversation that never fades between matches.
That is exactly the opportunity Masha is bringing to the table.
A different Mexico than in 2022
When the last World Cup was played, the Mexican digital ecosystem was different. Today, 65% of the country's internet users consume content through a connected screen—whether it's a Smart TV, a streaming stick, or a console. On average, a Mexican spends 5.5 hours a day in front of a screen: 2.5 hours on broadcast television and 3 hours on internet video platforms.
The 2026 World Cup will be the first truly "CTV-First" tournament in Mexico. The match will be watched on TV, yes—but the TV is already connected. And that changes everything for advertisers.
The problem with "in-game" inventory
For years, advertising strategy during the World Cup boiled down to a single question: can you buy time during the match? In Mexico, that answer has been controlled almost exclusively by Televisa, leaving most brands without programmatic access to the most coveted inventory of the year.
But there is a reality that few have exploited: the match lasts 90 minutes. The conversation lasts 24 hours.
Before the match, millions of people consume pre-game shows, lineup analysis, and expectations. At halftime, immediate reactions flood the platforms. After the final whistle, the recaps, debates, memes, and highlights that continue to be watched days later begin. That entire ecosystem—huge, massive, and highly receptive—has been relatively untapped by brands.
Masha's proposal: two layers of presence
Masha, the platform specializing in digital advertising for the Mexican market, enters the 2026 World Cup with a strategy that operates on two simultaneous levels.
The first is Always On: continuous presence throughout the 40 days of the tournament—from June 10 to July 20—within the sports conversation inventory of the four key platforms in the ecosystem: ViX, TV Azteca, Claro Sports, and Multimedios. Pre-game shows, recaps, debates, and general sports content. An audience already in World Cup mode, receptive and accompanied—co-viewing is key: half of CTV users watch content with family or friends.
The second level is what distinguishes Masha from any other offering on the market: access to exclusive CTV inventory inside the matches broadcast by TV Azteca. This inventory is not available programmatically on any DSP. Only through Masha, organized into packages according to the stage of the tournament.
The numbers that matter
For the inventory Always On, Masha offers a fixed CPM of $250 MXN.
For in-game CTV inventory, pricing scales with match relevance. Mexico's group stage matches start at a $1,400 MXN CPM with 500,000 impressions per event. The logic is simple: the further the tournament progresses, the more people are in front of the screen, and the more valuable each impression becomes.
What makes CTV advertising different
Beyond reach, the CTV proposition offers structural advantages that linear television cannot. Household frequency capping prevents the saturation that often damages brand perception during massive events. The audience is naturally receptive—on streaming platforms, users trade their attention for free content, creating a more favorable advertising environment. Furthermore, the innovative formats available—from long-form branded content to interactive QR codes—open up creative possibilities that a standard 30-second spot simply cannot match.
A window that won't stay open forever
The 2026 World Cup is the biggest event of the decade in Mexico. It is a combination we haven't seen in 36 years: the country as a host, a digitally mature audience, and a CTV infrastructure that, for the first time, allows us to capture that audience with precision and scale.
Brands that understand this before their competitors will not only gain visibility during the tournament—they will be part of the most important cultural conversation of the year.
The match lasts 90 minutes. The opportunity lasts 40 days.
For more information on available packages: sales@masha.mx
