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A solid 34% of its viewers are Hispanic, compared with 9% for Major League Baseball, 8% for football and a scant 4% each for March Madness and college bowl games. According to Nielsen’s 2013 Year In Sports Media report, 40% of the scant television audience for Major League Soccer consisted of viewers 35 and younger. That’s what ESPN and Fox are paying for: The untapped potential of that growing audience and the pool of ad dollars from World Cup partners such as Coca-Cola, Sony and Visa and U.S.

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