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In July 2026, Argentine retail advertising turned the World Cup into a payment plan. MIA tracked the TV and radio spots where football was the wrapper and financing was the product, plus the coupon stunt from the final.
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A strengthening peso and a country Googling "dólar hoy" turned the dollar into Colombian fintech's hottest product. How BBVA, Davivienda, Nequi and Lemon fought the currency war during the 2026 World Cup.
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MIA tracked 17 iGaming brands placing 2,400+ standard TV spots in Argentina in one week. Two battlefields — a sports-cable arms race and a prime-time open-TV collision — and why ad volume doesn't equal search demand.
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