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Soccer Tops US TV Ratings This year's European Championship showed that soccer can kick American football around when it came to attracting television viewers. About half the 31 matches from the just-ended Euro 2004 championships are expected to have drawn more than 93 million viewers each, after the final data are tallied, topping the TV audience for this year's Super Bowl, typically the single most popular sporting event. "It's like having 15 Super Bowls," said Kevin Alavy, an analyst with Initiative Media, the media planning and buying firm owned by Interpublic Group of Cos. Inc. that compiled the TV watching information from 52 markets in 49 countries. Initiative released the early data on Tuesday. The audiences buck the trend of viewer fragmentation in an increasingly multichannel world and provide a rare conglomeration of consumers at one time. "If you're an advertiser or sponsor, this is a relatively unique opportunity to communicate with tens of millions of viewers in one hit," Alavy said. "That's an incredibly powerful position that few other programs can offer." Soccer is played with few stoppages, however, which limits advertisers and the soccer championships are broadcast on ad-free public television in many countries. Advertisers pay upwards of $2.4 million for a 30-second commercial during the Super Bowl, which frequently breaks for ads. Who Are We ? | About THISDAYOnLine.com | THISDAY People | Contact Us © Copyright 2000 Leaders & Company Limited

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