You don’t have to rely on The Discourse to know whether soccer is finally being embraced by America. Political ad spending targeted to catch World Cup viewers tells you all you need to know.

Look no further than today’s Susan Collins-aligned Pine Tree Results PAC launching the next phase of a seven-figure general election ad campaign targeting Democrat Graham Platner in Maine, the latest that flickered to life statewide during the U.S. Men’s National Team World Cup match against Australia.

“The first U.S. World Cup game was the most watched soccer broadcast in American history,” a GOP operative working on the Maine senate race, and granted anonymity to speak candidly, told POLITICO. “Maine markets are performing better than national average and the critical Portland DMA has a significant soccer fan base.”

Or consider that James Talarico’s first ad buy of the general election Senate campaign is an $800,000 Spanish-language TV campaign spot set to air during each U.S. and Mexico group stage match.

In Denver, in Colorado’s 8th Congressional District, there’s Republican Gabe Evans in a Spanish language ad, debating whether it’s soccer or football with his mother.

In politics, campaigns and super PACs are reluctant to spend money where there aren’t eyeballs, so each of these set pieces are a datapoint bearing out the truth that international soccer can draw them.

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