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So far, TV ratings for the Cup have held up, and sports marketing experts say the network hasn’t seen any cooling on advertiser interest. “I doubt the lack of the U.S. in the World Cup this year will have a huge bearing on ratings for a few reasons,” Larry Mann, executive vice president, media and business development at rEvolution, said in an interview. “Soccer continues to trend up in this country. Being [in] a cultural melting pot, American fans have a rooting interest in many different countries other than the U.S., and Fox has significantly more games on network television this year than ABC had in the past (54 games broadcast on ESPN and ESPN2 in 2014, for example). It will definitely find ratings points in June and July for Fox.” Indeed, on Sunday two huge surprises gave Fox Sports 1 a nice ratings lift. Mexico upset defending champ Germany 1-0 in group play, while Switzerland earned a controversial tie with perennial power Brazil. The contests drew the best World Cup ratings of the young tourney so far, robust numbers for cable. Ratings for Telemundo, which wrested Spanish-language rights away from Univision for this Cup, may be even more impressive when they are released.
For the original version including any supplementary images or video, visit https://www.forbes.com/sites/tonifitzgerald/2018/06/18/how-the-absence-of-the-u-s-impacts-world-cup-ratings-and-advertising/
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