Ipsos GameTrack (conducted on behalf of Video Games Europe) provides robust evidence that exposure to in-game advertising increases both brand affinity and advertising awareness, demonstrating that virtual gaming environments can create measurable real-world brand impact.
New polling data from Ipsos reveals that the late evening and early morning UK start times for the 2026 FIFA World Cup are set to heavily disrupt how British audiences consume the tournament. The study, conducted between 5th and 8th June 2026 among 1,099 adults aged 16–75 across Great Britain, indicates a dramatic shift toward highlight packages and catch-up options for morning fixtures.
