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The World Cup Crowd Never Made It Past a Half Mile
A group-stage look at four US host markets
The Stat
Foot traffic within a half mile of Philadelphia’s stadium ran 95.3% higher on match days than it did on the same weekday and the same hours before the tournament started. Five miles out, it ran 1.3% higher.
Each match window runs from an hour before kickoff to four hours after, compared against that identical window shifted back into pre-tournament weeks.
The Insight
Every host market did the same thing, just at a different size. Seattle’s half-mile foot traffic came in at +22.0%, Atlanta at +38.9%, New York/NJ at +42.3%, Philadelphia at +95.3%. Then all four dropped off with each ring out, and by five miles they sat between −0.1% and +1.3%, which is no different from an ordinary week. That flat five-mile reading is the part worth keeping, because it points to the stadium rather than the city having a big week. A match fills a few blocks, not a metro. Fair caveat: all four are big metros, where a stadium crowd is a small share of everything already moving five miles out, so a flat reading that far from the venue is closer to expected than surprising.
The Takeaway
The value of event inventory comes down to where it sits, but how far “close” reaches depends on the market. Philadelphia still ran +21.3% a full mile from the stadium and Seattle held +12.3%, so units past the gate carried real weight there. Atlanta was down to +3.6% at that same distance. Delivered impressions varied too: Philadelphia picked up nearly its whole surge, Atlanta about a quarter of it. Measure the rings before pricing the event, because the falloff isn’t the same shape in every market.
Reach out to cameron@streetmetrics.com to learn more.
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