Advertisers hope to net global Cup audience. (World Cup)

Broadcasting & Cable, June, 1994 by McClellan, Steve

ABC and ESPN satisfied with covering 'biggest sporting event in the world'

ABC and ESPN are about to cover the most-watched sporting event in the world--soccer's World Cup. But the big question facing advertisers is how big the U.S. audience will be for the monthlong tournament, which starts this week.

For Univision, the Spanish-language U.S. rightsholder, the tournament continues to be a quadrennial bonanza. Univision will cover all 52 games, mostly live (tape-delayed when there are simultaneous matches).

Univision has sold out its advertising, for what sources say is a record $24 million for the tournament. That equals the ad revenues generated by ABC and ESPN. Univision sold its time client by client. ABC and ESPN did one...

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