- Sonny Yoon
- Jul 24
- 4 min read
Updated: Sep 2
SUWANEE, GA (July 24, 2025) — Hisense, a leading global electronics and appliance manufacturer, today announced significant increases in its brand health metrics across key markets, including the USA, Canada, and Mexico. This positive trend is revealed in the latest QuestBrand Global Brand Health Report from The Harris Poll for June 2025.
The report highlights a substantial rise in brand awareness, familiarity, and consideration among consumers in the month of June, particularly among the highly engaged soccer fan demographic, suggesting a strong connection between these results and Hisense's strategic sponsorship of the FIFA Club World Cup. The report also shows an uplift in how well people know the brand, how familiar they are with it, and how likely they are to consider purchasing its products.
The QuestBrand report, powered by The Harris Poll’s real-time data collection and analysis, clearly shows the effectiveness of Hisense's marketing efforts. In the U.S., Hisense TVs maintained strong momentum in June, showing significant improvement over last year across key measures of brand recognition and consumer engagement among the general population. More impressively, among the brand's core target audience, Hisense TVs achieved a new all-time high of nearly 80% in aided awareness plus significant increases in familiarity and consideration, demonstrating the campaign's success in reaching a crucial demographic.
Advertising recall among soccer fans reached an impressive 15% in Q2 2025, more than double the general population's average and 7 percentage points above last year. Hisense home appliances also saw new highs in brand awareness, familiarity, and consideration among the U.S. general population, with significant year-over-year gains across its core and soccer fan audiences. Advertising recall for home appliances among soccer fans was nearly three times higher than for the general population.
The FIFA Club World Cup matches on U.S. cable television further highlight the broad reach and passionate engagement of soccer. For instance, the Inter Miami vs. Palmeiras match on June 23rd drew approximately 550,000 viewers on TBS, while the Bayern vs. Boca Juniors game on June 20th garnered around 468,000 viewers. Even games like PSG vs. Atlético Madrid on TNT (June 15th) attracted substantial audiences, with approximately 317,000 viewers. These individual game viewership numbers compare favorably to average viewership for other major sports events, such as the NHL Stanley Cup (2.61M average) and even some NBA Regular Season games (2.8M - 3.1M average). This underscores the strong, concentrated impact of key soccer matches and offers a powerful platform for Hisense's brand messaging.
In Canada, Hisense TV brand recognition reached a new high, trending significantly above last year, aligning with increased media spending on FIFA World Cup advertisement. Among soccer fans, Hisense TV's familiarity and consideration scores experienced significant year-over-year increases, reinforcing the positive impact of the FIFA partnership.
Hisense TV in Mexico also saw awareness and familiarity grow significantly month-over-month as FIFA campaign spending increased, with familiarity reaching its highest level since the EuroCup last year. Similarly, Hisense home appliances experienced a sharp rise in scores among its core target audience and a uptick in familiarity among soccer fans in June, further validating the widespread impact of the FIFA sponsorship across the region.
"These outstanding results from the QuestBrand report clearly demonstrate the power of our partnership with the FIFA Club World Cup," said David Gold, President of Hisense Americas. "We are excited to see such significant and widespread growth in how consumers perceive and engage with our brand across our key markets, especially among passionate soccer fans. This data validates our strategy to connect with consumers through their shared love of sports, reinforcing Hisense as a brand that delivers quality and innovation for every home."
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About Hisense USA
Since 2001, Hisense USA Corporation, a subsidiary of Hisense Group, has been a leading provider of technology products, encompassing a diverse range of offerings such as televisions, Laser TVs and Cinemas, soundbars, refrigerators, ranges, dishwashers, and air conditioners. As the Official TV and Home Appliance Partner of the NBA and Official Partner of the FIFA Club World Cup 2025™, the company places maximum emphasis on performance, quality, and value, leading to remarkable industry growth and a reputation for producing reliable, award-winning products. According to Omdia, Hisense ranks No. 2 worldwide in total TV shipments (2022-2024) and No. 1 globally in the 100-inch and over TV segment (2023-Q12025). As the first official partner of the FIFA Club World Cup 2025™, Hisense is committed to global sports partnerships as a way to connect with audiences worldwide.
About The Harris Poll
The Harris Poll is a global public opinion, analytics, and market research consultancy that strives to reveal society’s authentic values to inspire leaders to create a better tomorrow. With a global research reach of more than 90 countries, Harris offers advisory services across sectors to world leaders, CEOs, and business decision-makers with state-of-the-art analytics, real-time software services, and practitioners in marketing, reputation, customer experience, trends, futures, and thought leadership/research-for-public release, The Harris Poll translates shifting social sentiment into a competitive marketplace advantage.
Media Contacts
Hisense USA PR
Max Borges Agency for Hisense
