TAV by entity: CR7 holds 54% of the value
CR7 published 59 posts and generated $107.0M in TAV. The Seleção published 1,293 posts for $88.1M and had the largest active audience in the study (259,811 authors). A Bola published 6,460 posts (79% of the total) and reached $935K. RTP reached $515K with 384 posts. On Instagram alone, 29 CR7 posts generated $97M against $77.5M from 565 Seleção posts.
Daily sentiment over the 47 days of the Cup
Positive sentiment peaked at 85% on June 12. June 23 had the most TAV in the study ($23.9M). On July 7, the day Phase 2 began, positive sentiment fell to 55% and Annoyance reached 37.2%. After that day sentiment never went back above 75%. The 3 best days add up to $58.1M (30% of the total).
Brand detections: Nike leads with 28,623
Nike stopped being the Seleção's official supplier in January 2025 and still leads the active audience's brand affinity with 28,623 detections, 3.5x Puma (8,134), with Apple (13,799) second. Hyundai has 48,173 visual detections on the Seleção's Instagram and zero presence in the active audience's profiles. Emirates (6,206) and BMW (3,020) follow Puma in the ranking.
In the full report
Six figures from the PDF. Three are open; the other three come with the full study.
Method
- Period
- June 4 to July 20, 2026 (47 days). Phase 1, competition: June 4 to July 6 (33 days). Phase 2, post-elimination: July 7 to 20 (14 days).
- Channels
- Instagram, TikTok, X and YouTube channels of the Portugal national team (@portugal on Instagram and TikTok, @selecaoportugal on X), Cristiano Ronaldo (@cristiano on Instagram, X and YouTube), A Bola and RTP. Own channels only.
- Active audience
- 388,902 active authors (summed per channel), 8,196 posts and 671,340 comments.
- Scope
- By platform: Instagram 233,288 active authors and $175.6M in TAV. TikTok 68,967 and $8.9M. X 18,323 and $11.6M. YouTube 68,324 and $417K. Jorge Jesus mentions were counted on Portugal's Instagram and TikTok plus A Bola's TikTok.
- Extraction
- Data extracted on July 24, 2026 [12:36] WEST (UTC+1). All TAV values in USD.
Disclaimer. Data was captured by our system on the date and at the times indicated. Profiles, posts, comments and other indicators reflect the information available and accessible at that moment or the sizing of the defined sample, for analysis purposes. They may not correspond to all activity in the period. Removed content, deleted comments, deleted or private accounts and platform API limits are not taken into account. Extractions carried out at different times may produce different values.
Questions
What is True Audience Value (TAV)?
TAV is the economic value of an audience, calculated from the quality of its engagement instead of the size of its reach. In this study the active audience of the four entities was worth $196.5M in TAV. See also True Audience Value, active audience and Community Trust Score (CTS 6.98 in this study).
Which channels and period does the study cover?
The Instagram, TikTok, X and YouTube channels of the Portugal national team, Cristiano Ronaldo, A Bola and RTP, from June 4 to July 20, 2026. Data was extracted on July 24, 2026 [12:36] WEST (UTC+1).
Does Felton run this kind of study for other brands?
Yes. Felton Audiences reads the active audience of any brand, team, media outlet or creator on social networks. .
