Livestock

Aussie beef scores prime TV slot

By Contributed

Jul 17, 2026

An Aussie beef campaign is making the most of FIFA World Cup fever with prime advertising slots.

Millions of viewers have had a taste of Aussie beef during the FIFA World Cup, with Meat and Livestock Australia's "The Greatest" campaign scoring strong results across SBS's coverage of the tournament.

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The campaign has been running across 144 television spots throughout the tournament, including during Australia's group stage matches and the upcoming final on July 20.

In the tournament's opening weeks, Aussie beef reached more than 18.7 million viewers, with campaign delivery tracking at 89 per cent across TV and streaming platform.

The Socceroos' match against Paraguay alone drew 4.5 million Australian viewers.

MLA chief marketing and communications officer Nathan Low said the results reflected the value of sustained investment in the brand.

Mr Low said that the World Cup placement showcased Australian beef to large, engaged audiences and reinforced its premium global reputation.

Millions of Australians have already tuned into this year’s FIFA World Cup, cheering on the Socceroos. Photo: Darryl Dyck, AP

The campaign builds on strong recent performance, including an Ashes series push that delivered more than 60 million impressions and over 20 million in reach between October and December.

Mr Low said strong brand performance directly benefited producers by supporting greater demand.