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SBD Global/August 18, 2014/Media

World Cup Viewership Reportedly Down From 2010 Figures For Singapore's SingTel

It was "billed as one of the most exciting World Cups in years, but in Singapore, fewer households parted with cash to watch the 2014 event compared with the previous tournament," according to Irene Tham of the STRAITS TIMES. SingTel, which had exclusive rights, reported that "more than 100,000 households signed up." Industry sources said that this figure is "at least 25% lower" than the number of subscribers in '10, when SingTel and "rival StarHub had joint rights." Both broadcasters "declined to give subscription figures for the 2010 World Cup." SingTel priced the games at $112 as "a stand-alone service; its early bird price was $94.16." Those who signed up or renewed their two-year English Premier League (EPL) contracts "got World Cup matches for free -- although this meant paying $1,400 over the two years." The timing of "many critical matches, which were played in Brazil, also contributed to the lacklustre subscription." Most were played at 3am or 4am Singapore time (STRAITS TIMES, 8/17).
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