Viewership of the 2014 Brazilian World Cup has seen a 26 percent bump on ESPN from 2010 in the first 23 matches. The tournament is averaging 3.722 million viewers per match and a 2.3 household rating. At this stage in the games in 2010, there was an average of 2.225 million viewers and a 1.9 rating.
One of the reasons for this bump is because the sport has seen increased popularity in the United States, and the other is a later kickoff time. Now that the U.S. has advanced past Group G and into the knockout round, Americans will probably not turn the games off.
If there is any evidence of how enthusiastic people are about the World Cup, it's this viral video of a group of U.S.A. fans when Portugal scored a goal in the last seconds during U.S.A. versus Portugal.