The channel's sports director Johan Cederqvist describes interest in this year's World Cup as record-breaking, even after the Swedish national team lost and went home.
"The Swedish national team built on the hype, but interest and commitment have been sky-high even after the loss to France," he says in a press release.
Norway's success, the drama of the playoffs and the fact that the World Cup was once again played in the summer also contributed to the strong Swedish viewer interest, TV4 writes in its press release.
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