MUMBAI: 61 million viewers have tuned in to the soccer World Cup on ESPN Star Sports (ESS) for the first 60 matches and the opening ceremony.

In 2006, 40 million viewers had tuned in, according to Tam data.
 
The average TVR was 0.8, a fall from 1.1 in 2006.

The most-watched match in 2006 and in 2010 stayed common: Argentina versus Germany. While in 2006 the match got a TVR of 4.06, this time it got a TVR of 3.

The top three football-viewing markets - West Bengal, Assam and Kerala - got an average TVR of over 3. Among males 15+ SEC A,B, the average TVR this time was 1.52 with a cummulative reach of 9.9 million. While the Argentina versus Germany match crossed a TVR of 5, the Netherlands-Brazil quarter final got a TVR of 4.52.
 
67 per cent of viewers are male, as is to be expected. Contrary to some expectations that it is the youth who watch this event the most, 47 per cent of viewers have come from the 35+ TG.

SEC B has contributed 33 per cent of viewership. The women viewership also stayed at 33 per cent, like in the previous edition of the World Cup.
 
The top advertisers this time around were Bharti Airtel, Vodafone Essar, Nokia, Samsung and Hero Honda. The brands were Vodafone Cellular Phone Service, Nokia E72, Hero Honda Karizma ZMR, Airtel Cellular Phone Service and
Spice Video Phones.