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SCOTT JAGOW: The World Cup kicks off today in Germany. The host country plays Costa Rica in the first match. Rest assured, virtually the entire nation of Costa Rica will be watching the television. The soccer tournament is an advertising bonanza in just about every country. Except one. Here’s Curt Nickisch.

CURT NICKISCH: The world goes crazy for the beautiful game, and advertisers want to score, too.

With the Cup in wealthy Europe this year, global ad revenue is expected to top $1 billion for the first time ever. But that falls short of ad sales during the Olympics, winter or summer. Why?

John Rash of the Campbell Mithun ad agency says the No. 1 ad market, the US, cares little about soccer.

JOHN RASH: Advertisers are neutral. They care most about audiences. It’s the public that cares more about figure skaters than soccer players.

Rash says the American soccer audience is growing and makes an attractive demographic. But he says the US team will have to go far in the tournament before large numbers tune in to see what this European football thing is all about.

I’m Curt Nickisch for Marketplace.