Best: New Yorkers embracing World Cup more than in most TV markets
Sure, New York is a hell of a sports town. But its diversity and myriad distractions make it a television ratings also-ran for most major events.
Not so the World Cup.
Given that percentage and the 7.4 million homes in the market - the largest in the United States - the area has been a major force behind national ratings that are up about 60 percent over 2006.
And that's only for English-language TV. Univision is averaging an additional 232,000 viewers in New York for its Spanish-language coverage.
None of this is a surprise to experts. Glenn Enoch, ESPN's VP of integrated media research, said New York ranked first in the ratings for the 2008-09 UEFA season and is a hotbed of soccer interest.
He cited a 2009 ESPN poll in which New York ranked seventh among the top 50 markets in people who called themselves international soccer fans (39.3 percent) and second when only non-Hispanics were counted.
But New York is far from alone in embracing the tournament this year.
ESPN set the tone by assuming it was covering the biggest sports event on Earth rather than explaining it was doing so, and American soccer fans have followed suit, letting the games speak for themselves.
Interest in the United States remains a fraction of what it is for what we call football. And soccer mostly has failed to break through the brick wall of sports talk radio.
But when the United States and England play simultaneous win-and-in games Wednesday morning, much of the nation will be riveted.
That is in part thanks to the publicity generated first by a freak goal that gave the Americans an upset tie with England, then by Friday's controversial tie with Slovenia in which the go-ahead goal was disallowed.
(Not to mention non-U.S. news such as noisy vuvuzelas, epic upsets and the entire French team channeling Allen Iverson and boycotting practice.)
Even though it might cost some ratings points, it has helped that the United States' games against Slovenia and Algeria fell on weekdays, fostering a shared experience in offices and schools.
Even without fully accounting for out-of-home viewing, U.S.-Slovenia averaged 5.2 million viewers, the third most ever for a World Cup match on ABC/ESPN and the most for a group play game.
The workday time slots also have helped send people to ESPN3.com (formerly ESPN360.com), which totaled 798,111 unique viewers live and on-demand for the Slovenia game.
"We felt the time period of the games would drive people to non-TV means of following the games,'' Enoch said. "If they're not going to a bar at 7 in the morning, they can go to their computers.''
Enoch noted Americans are more willing than ever to watch games that do not involve the U.S. team, and ESPN has sought to downplay the importance of the United States advancing out of group play.
But there is no denying the obvious: A loss Wednesday would mute the World Cup buzz like a vuvuzela stuffed with tapioca. The stakes are part of the fun, though, and why so many of us will be watching.