ESPN is now estimating that through June 27, some 132 million people have so far consumed 2010 FIFA World Cup content across all ESPN platforms, which includes ESPN, ESPN2 and ABC, as well as on the internet, mobile, radio and ESPN The Magazine.
Of that total, 90 percent have seen the coverage on ESPN's TV platforms, 27 percent on the web, 11 percent listened on radio, 7 percent used mobile and 2 percent read the magazine.
The data is a compilation put together by ESPN Research working with data from Knowledge Networks and Nielsen.
On TV, ESPN networks are showing a 58 percent increase in viewers, compared to the 2006 Cup. And even if the U.S. team's record-breaking telecasts are removed from the totals, ESPN said its TV viewing is still up 34 percent compared to 2006,
ESPN said out-of-home viewing and non-TV platforms add 47 percent to ESPN's daily World Cup TV average. The Eastern time zone has gotten the greatest audience lift from out-of-home viewing with an 18 percent boost, while Mountain and Pacific time zones have gotten the greatest percent of time-shifted viewing — 16 percent and 13 percent, respectively.
The logic is that many of the live matches televised are during the day when East Coast viewers are at work, so they would catch more of the matches from out-of-home sources. And the West Coast viewers would be asleep during an abundance of the morning telecasts which are being televised live from South Africa, so they are watching in time-shifted mode.
Online, World Cup content on ESPN.com has delivered 87.5 million visits and 305.9 million page views through June 27. ESPN's mobile offerings have generated 70.3 million visits and 385.5 million page views of World Cup content. And ESPN3.com's live and replay of World Cup matches have been viewed by almost 5.8 million unique viewers.