• by Wayne Friedman , June 9, 2016

Univision Deportes, the sports division of Univision Communications, says viewing of the Copa America Centenario tournament -- which for many is the second-biggest sporting event of its kind -- is showing higher viewing in the U.S. than the World Cup through early-round matches.

Through 10 matches over five days, Copa -- featuring South American and North American teams -- total viewers are 7% higher at 2.7 million viewers, with 11% more 18-49 viewers than at the same stage of the World Cup 2014 event.

Univision says the Copa event has an overall 26.9 million reach for viewers two years and older.

Magna Global notes that through the opening days of the Copa event, the English-language version of the event on Fox, Fox Sports 1, and Fox Sports 2 witnessed near 300% growth an average 0.41 household rating and a 0.30 18-49 ratings over beIN Sports coverage of the event a year ago.

(Traditionally, the Copa event occurs every four years like the World Cup. But another event was added this year to celebrate a centennial.)

Magna says three Univision networks -- Univision, Unimas, and Univision Deportes -- are up 17% in TV household ratings to an average 0.78 and 16% higher in 18-49 to a 0.66 over the Copa event on Univision and Unimas in 2011.

Brian Hughes, SVP of audience analysis practice of MagnaGlobal, says that although Univision Deportes has only about 40% U.S. coverage, its ratings have been on par with the much more fully distributed Fox Sports 1.

The opening match between the U.S. and Colombia on Friday night, which was simulcast on Fox Sports 1, Univision, Unimas, and Univision Deportes, posted an aggregate 2.3 rating among men 18-49 and 21-34 viewers.