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.