The Logical Next Step

Now that Fox Soccer Channel is getting its audience measured by Nielsen, I guess I shouldn't have been surprised to see a FSC ad for Argentinean soccer during an episode of The Shield on the FX Network. Still, it was a little bit odd seeing a commercial for soccer on a non-soccer channel.

It's not necessarily as big a deal as ESPN finally buying the rights to MLS broadcasts -- which has given that network a reason to promote those games during regular programming -- but it's cut of the same cloth, and can only help. That is, if you count more exposure to Christian Miles as "help," anyway. Someone must have told him he was "swallowing" his T's recently, as that's the only explanation for the bizarre way he was pronouncing "Hull City" this past weekend.