The Soccer World Cup once again demonstrated its impact on technology consumption in Argentina. According to an analysis by NielsenIQ (NIQ), a global leader in consumer intelligence, television sales grew 61% in units during the April-June 2026 period compared to the same period of the previous year, driven by the combination of the sports tournament, Hot Sale promotions and a greater consumer preference for higher quality and larger equipment.

The category began to accelerate its growth since April, after having registered a rise of 9% during the first quarter of the year. In May, the Hot Sale gave the first big push: during the week of the event (May 4 to 10), television sales grew 26% compared to the previous edition and the category led the electronics market, concentrating the 38% of turnover of that week.

The biggest jump came in June, coinciding with the start of the World Cup. The week of June 8 to 14, when the tournament started, TV sales grew 121% compared to the same week in 2025, while the following week maintained an increase of 103%, confirming the strong effect of the championship on demand. As the tournament progressed, the pace of growth began to moderate, although it remained above the previous year throughout the period analyzed.

In addition to the growth in sales, the World Cup accelerated the technological renewal of Argentine homes. The televisions Ultra HD (4K) They represented the 59% of units sold and were the segment with the greatest dynamism, with a growth of 120% compared to the same period of 2025 (April-Jun), gaining 16 participation points within the category. Similarly, the search for a better experience to follow the games drove the demand for larger screens: televisions 44 inches or more they won 18.5 participation points compared to the previous year. In particular, the teams 75 inches or more they grew 417%, while the models between 55 and 75 inches increased 231%, consolidating a trend towards increasingly larger screens.

"The World Cup worked as a strong accelerator for the category, but the growth was not explained only by a greater number of televisions sold. We also observed a clear search for better features, with consumers who prioritized more technology and larger screens to improve the viewing experience at home. Promotions and the possibility of comparing alternatives between channels were also decisive in driving the renewal of equipment," said Milagros Bin, Leader of Customer Success Retail Vertical NIQ Argentina.

Regarding sales channels, physical commerce maintained a key role during the event. Although the online channel represented the 35% of units sold and grew 51%, physical stores concentrated the 65% of sales, with an increase of 67%, providing the 42% of total growth of the category and gaining two participation points compared to 2025.

Finally, the report shows that growth reached all brand segments. However, the highest value brands (Tier 1 and Tier 2) were those that recorded the greatest increases in billing, reflecting that many consumers took advantage of the promotional context to make the leap towards higher-end equipment. In units, Tier 1 brands grew 59%, Tier 2 69% and Tier 3 47%.