ESPN is estimating 99.2 million people have "consumed" 2010 FIFA World Cup content across all ESPN platforms during the first 10 days of the tournament.
The data, compiled by ESPN research, working with data from Knowledge Networks and Nielsen, shows that of those who have consumed content on ESPN and ABC, 97 percent have watched on TV, 27 percent have used the Internet, 11 percent have listened to radio, 6 percent have used mobile and 4 percent have read ESPN: The Magazine.
Breaking the data down further, on an average day, 64 percent of ESPN/ABC's audience watched only on television; 27 percent were exposed on TV and some other platform; and 9 percent consumed the World Cup solely on another platform other than TV.
The data also shows the multiplatform user spends the most time following the Cup competition, averaging 4 hours and 9 minutes per day, compared to one hour and 26 minutes for those who watch TV only.
Those who consumed the World Cup on all five platforms have averaged 8 hours and 38 minutes of World Cup usage a day.
Nielsen reports that through June 20, TV viewers have spent 12.4 billion minutes watching World Cup programming on ESPN/ABC. During the same period, digital users spent 1.8 billion minutes.
ESPN said out-of-home consumption of World Cup on ESPN/ABC TV would boost in-home ratings by 15.4 percent.
Live and replay World Cup matches on ESPN3.com have been viewed by nearly 3.7 million unique viewers over the June 11-20 period, and the site's 375 million minutes of viewing over the 10 days has already surpassed the site's highest monthly usage total in 2009.