Slow-motion celebrations, imagination and innovation, and Billy Bob Thornton dropping puns while rocking a hotel bathrobe — the top three brands taking a spot on the USA TODAY Ad Meter Brand Spotlight: World Cup Edition podium were certainly worthy of the honor.
The marketing rush came to a close on Sunday, mirroring the epic battle on the pitch between Spain and Argentina and ending in a close one-two race.
Eight finalists entered the championship stage of the USA TODAY Ad Meter event, each earning positive ratings during the opening rounds that kicked off in June.
From those eight brands, a familiar group of industry leaders soared to the front of the pack heading into the weekend. And the momentum barely decelerated on Sunday, creating a tight race for the top spot that was separated by mere percentage points.
About USA TODAY Ad Meter Brand Spotlight
USA TODAY created the Ad Meter brand spotlight concept in 2024, the first editorial rollout focusing on the global campaigns for the Summer Olympics in Paris, France. The purpose was to add a new and exciting element to the franchise, which began in 1989, and bring more sports business and entertainment insights to the marketing rush during major sporting events.
Unlike the Super Bowl Ad Meter, which focuses on specific commercials, the World Cup spotlight took a broader view of how brands impacted the global audience over the five-plus-week run.
With that in mind, here are the top three brands based on the Ad Meter audience's votes:
3. Stella Artois
Ad Meter audience sentiment: 19% of the voters thought this campaign was the best.
The "Celebration" campaign was the top-rated beer brand in the opening stage, with an impressive 98% of the audience saying the ad was a "GOAL!". That same type of reaction continued into the final round, with the David Beckham-led creative landing at third place.
2. DICK's and Adidas (plus standalone campaign)
Ad Meter audience sentiment: 27% of the voters thought this campaign was the best.
The "Where It All Kicks Off" campaign ended the first round as the top-rated Sport/Athletic rollout, with Dick's Sporting Goods and Adidas combining forces to create the hit commercial.
Not to be outdone, the standalone Adidas campaign starring Timothée Chalamet maintained the same marketing momentum, with "Backyard Legends" connecting with audiences and earning a near-perfect rating.
That same impact only escalated in the final stage of voting, eventually creating a sizable lead between second and third while almost overtaking the top spot.
1. Michelob ULTRA
Ad Meter audience sentiment: 29% of the voters thought this campaign was the best.
Michelob ULTRA's World Cup creative takes the top prize in 2026.
"The Superior Match" campaign achieved its marketing goal by blending star power and storytelling, a similar formula to the commercials Ad Meter fans have seen on the biggest of stages.
That wasn't marketing happenstance, either.
"Michelob ULTRA’s creative ambition was fueled by the once-in-a-generation opportunity to welcome the FIFA World Cup back to home soil," Ricardo Marques, SVP Marketing, Michelob ULTRA, told USA TODAY Ad Meter. "It also built on the experience we’ve developed creating campaigns for some of the world’s biggest cultural moments - from the Super Bowl to the Olympic Games and beyond."
From first reveal to first place
Marques explained the campaign began in December 2025, during the World Cup Final Draw. "That moment launched a campaign designed to sustain excitement throughout the tournament journey - combining world-class creative, limited-edition packaging, unforgettable fan experiences, and integrated storytelling that kept Michelob ULTRA at the center of the conversation."
On the unique opportunity the World Cup timeframe presented, Marques added that it "gave [Michelob ULTRA] the opportunity to engage fans over months, building anticipation across a much broader cultural stage."
The Anheuser-Busch staple has found success through that dynamic narrative, not only by unveiling ensemble casts to lead the commercials, but also by finding talent that can make an impact in the short timeframe (knowing the audience's attention spans are even shorter).
"Regardless of the stage, success starts long before the spotlight," Marques explained. "It comes from disciplined planning, relentless collaboration, and a commitment to creating work that surprises, delights, and resonates with fans."
In the end, it's the type of marketing mix that makes tentpole campaigns such an exciting, call it "mini-movie-like" experience for fans to follow and enjoy. And why Michelob ULTRA stands atop the USA TODAY Ad Meter Brand Spotlight: World Cup Edition podium.
Source: USA Today
