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Marketers Hope for Football is The New Soccer in the United States


   Even after the team knocked the United States out of the tournament by a 2-1 loss against Belgium, continued Cup draw viewers in the United States. The final match on Sunday, Germany, who defeated Argentina 1-0 in extra time to secure a fourth World Cup title in the country, with an average rating of 9.7 overnight on ABC and ESPN. On the Spanish language Univision Deportes, averaged 9.2 million viewers the game, according to company figures.

According to Nielsen, was the final of this year and the third highest rating inhalers from the market ever for any World Cup match on networks ESPN and ABC. The games only get a rating higher overnight on the United States hosted the 1994 World Cup final between Brazil and Italy (12.8); tour of 16 face that summer between the United States and Brazil (10.4) a.

During each of the 64 matches of the tournament in 2014, the average ESPN, ESPN2 and ABC 3.1 rating inhaler market, an increase of 29% compared with 64 matches of the 2010 World Cup in South Africa (2.4).

Mr. Brown broadcasters such as ESPN and Fox are making a "bet on the future" through the implementation of more football. Fox holds the Champions League matches, and owns the right to the 2018 and 2022 World Cup.

ESPN is a unit of The Walt Disney Company DIS -0.70%, and Fox belongs to the Century Fox 21, FOXA -0.98% which was until mid-2013 is part of the same company as the owner of the Wall Street Journal, News Corp. NWSA +0.50%

Mr. Brown acknowledged that marketers are at a disadvantage to some extent when it comes to football, because this sport is made up of two halves of 45 minutes free commercial break. "You really have a limited amount of shelf space," he said. He pointed out that on the other hand, marketers do not have other opportunities to draw ad impressions during the game itself in the transfer of virtual images on the pitch and in the stands.

Some other indicators more mixed picture of football the following states, but indicate the sport is gaining ground in general. In a Gallup poll in 2012, identified 19% of the respondents identified themselves as fans of professional football, up from 13% in 2006. In 2013, said 4% was football their favorite sport to watch, up from 2% in 2007.

More Americans are playing soccer. Played a total of 49 450 men and women collegiate football during the 2012-2013 season, an increase of 13% 2007-08. The rise in the largest year-to-year in the period 2010-11, in the wake of the 2010 World Cup immediately.

There are signs, however, that football has remained constant at the high school level, and after enjoying several decades of gains. Union said American high schools to increase the participation of football by 7.4% between 2008-09 and 2012-13 seasons. But Football Union, the United States, the body that organizes tournaments is based on the school football for young United States, and said that their participation rates were flat between 2008 and 2012.

In an interview, said Jim Cosgrove, executive director of the American Football League youth football, Monday may appear flat numbers in part because they do not fully reflect the numbers of young people playing soccer outside organizations that follow the recorded data.

Youth Soccer, said Mr. Cosgrove, grew significantly throughout the 1990s, pushed by the United States both to host the 1994 World Cup for men and the World Cup in 1999 for women, and won the home team. Mr. Cosgrove said he expected "there may be a small bump" in the top post after the youth Cup this summer. "But I do not think it would be [the] additional size was through '90," he said.

This summer, the social media popularity window soccer'sglobal. According to Twitter, TWTR -1.12%, there were 672 million tweets related to the World Cup since the tournament began in June, and recorded the most ever for a particular event. The high traffic around the major games, such as Brazil vs. Germany (35600000 Tweets), and leading players such as Brazilian Neymar and Lionel Messi.

Since its inception in 1996, strengthened the Major League Soccer attend the annual total of about 2.8 million to a little more than 6 million last season, with an average game attendance 18,594, up from 17,406. These increases reflect the expansion of the number of teams from 10 to 19, and the face of a number of Football League games.Major 174,000 television viewers, on average, per game last season, according to Nielsen, an increase of 6% from the previous year. , Attracted a league championship on ESPN, known as the Cup MLS 505,000 viewers last December. This is less than half the 438,000 viewers, on average, those who tuned in Premier League matches this season on NBC and NBC Sports Network. Fox in the Champions League title game, between the professional clubs in Europe, grabbed 3.1 million viewers.

By comparison, the National Association of Basketball on Time Warner Inc. TWX -0.93% 's network TNT averaged about 2 million viewers a game during the regular season last year, while the average of the National Association for the football 17.6 million viewers during season 2013.

If talking football for future generations of Americans, it is likely to do so in Spanish as well as English.

In recent decades, has fueled the growth of soccer in the United States through the waves of immigrants from Mexico and Central and South America. He said that Univision Deportes broadcast of the game Germany, Argentina World Cup final was the most watched in the U.S. Spanish-language TV history, which was the overall audience for the Cup 201 434% greater than the Univision viewers for the 2010 World Cup.

   

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