World Cup viewing slows down in week two

LONDON -- As each team completed its second game in the soccer World Cup, viewing levels slipped slightly--the second week seeing an average rating of 11, compared to 12 in the first week. The slight improvement in the weather has had some influence, combined with slightly less appealing evening matches. Audience shares of games has also declined slightly, although the incidence of more "big games" should now see more improvements.

The games have attracted a cumulative figure of one billion viewers in Europe's top seven markets alone, according to viewing figures Initiative Media is collecting from Europe, South America and Asia throughout the World Cup. Games have attracted an average rating of 12 and an audience share figure of 41%.

Games in Holland are attracting an average of 16 TVRs among individuals. The U.K., Germany and Italy are next highest, with France still lagging behind at 10.4.

European viewing does appear to dwarf in comparison to South America. Brazil and Argentina have attracted consistently higher viewing figures to most of the games--particularly involving "local" teams from the continent.

Aside from a country's own representatives, Brazil has become the most watched team in the tournament. In all countries analyzed, only home teams attract more viewers.

Copyright June 1998, Crain Communications Inc.