It’s been almost one year since David Beckham arrived in the U.S. with the hopes of American soccer pinned to his No. 23 jersey. Tonight he’ll play in his first Major League Soccer All-Star game, airing at 7 p.m. on ESPN.
The excitement regarding his arrival has certainly simmered down since. Last August it seemed Beckham or his wife, Victoria “Posh Spice,” were everywhere, from throwing parties with Tom Cruise to appearing in an NBC reality show.
This year Beckham has become less ubiquitous but perhaps more effective.
Though soccer remains a second-tier sport in the U.S., Beckham actually has helped boost everything from attendance to ratings to jersey sales for the 12-year-old league.
MLS viewership on ESPN2 is up 17 percent this year compared to last, before Beckham arrived, from an average 246,000 viewers to 289,000, according to Nielsen data. More than 300,000 Beckham jerseys were sold last year, a league record.
And wherever Beckham and his squad, the Los Angeles Galaxy, play, attendance soars, despite the fact that the team wasn’t very good last year; this year they’re in second place in the West. Beckham’s recent games in Washington, D.C., and New York, for example, drew more than double the teams’ previous ’08 average attendance.
At its current pace, MLS could have its best attendance year since its first season in 1996. A good showing by Beckham tonight on ESPN could help guarantee that.
The game pits the MLS all-stars against English Premier League club West Ham United, which finished 10th in the league last season.
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A look at this week’s top TV draws
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THURSDAY, JULY 17
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Time
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Network
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Program
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Description
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7 p.m.
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ESPN
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“Major League Soccer” (S)
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The MLS all-stars take on West Ham United of the English Premier League in Toronto.
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8 p.m.
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NBC
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“Last Comic Standing” (R)
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The final eight perform at the Playboy mansion, and Hef makes an appearance.
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9 p.m.
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Fox
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“So You Think You Can Dance” (R)
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The field is trimmed to just six after tonight’s elimination.
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9 p.m.
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TBS
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“The Bill Engvall Show” (C)
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Bill and Susan suspect their underage son is going to a drinking party.
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10 p.m.
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CBS
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“Swingtown” (D)
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Trina hosts a party in which some of the neighborhood’s dirty secrets are revealed.
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10 p.m.
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Bravo
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“Kathy Griffin: My Life on the D-List” (R)
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Kathy tries to get her mom to move into a retirement home.
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10 p.m.
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USA
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“Burn Notice” (D)
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Michael tries to con a con artist by posing as a victim.
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FRIDAY, JULY 18
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Time
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Network
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Program
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Description
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7 a.m.
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NBC
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“Today” (N)
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Miley Cyrus performs.
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8 p.m.
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ESPN
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“Basketball” (S)
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The U.S. men’s Olympic team takes on Canada in an exhibition in Las Vegas.
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9 p.m.
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ABC
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“Duel” (G)
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Season finale. The contestants compete for the $500,000 grand prize.
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9 p.m.
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USA
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“Monk” (D)
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Monk suspects a master chess player of killing his wife.
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10 p.m.
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CBS
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“Flashpoint” (D)
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A solid bet on Fridays this summer as the only original drama on broadcast.
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10 p.m.
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USA
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“Psych” (D)
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Shawn thinks a former classmate is killed while at his high school reunion.
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SATURDAY, JULY 19
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Time
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Network
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Program
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Description
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3 p.m.
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CBS
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“PGA Golf” (S)
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Third round of the Canadian Open, from Oakville, Ontario.
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3:30 p.m.
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Fox
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“Major League Baseball” (S)
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Today it’s either Braves-Phillies or Yankees-Red Sox.
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8 p.m.
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Fox
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“Cops” (R)
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Cops pull over a car that runs a red light, then a foot chase ensues.
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8 p.m.
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Disney Channel
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“Hannah Montana/Miley Cyrus: Best of Both Worlds Concert Tour” (M)
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The tweens should turn out in droves as the 3-D movie makes its cable premiere.
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9 p.m.
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CBS
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“EliteXC Saturday Night Fights” (S)
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The main event is a rematch between middleweights Robbie Lawler and Scott Smith.
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9 p.m.
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Sci Fi Channel
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“Anaconda 3” (M)
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This is what David Hasselhoff does when he’s not judging talent competitions.
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SUNDAY, JULY 20
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Time
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Network
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Program
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Description
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1 p.m.
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CBS
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“Tour de France” (S)
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A complete review of the 95th running of the 21-stage race.
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3 p.m.
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ABC
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“Arena Football” (S)
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Philadelphia takes on San Jose in the 22nd Arena Bowl.
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3 p.m.
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CBS
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“PGA Golf” (S)
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Final round of the Canadian Open, won last year by Jim Furyk.
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8 p.m.
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ABC
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“High School Musical: Get in the Picture” (R)
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Auditions on the West Coast kick off.
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9 p.m.
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USA
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“Law & Order: Criminal Intent” (D)
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A nightclub shooting is somehow related to the world of amateur boxing.
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9 p.m.
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WEtv
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“Bridezillas” (R)
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A bride feels like her sister is trying to steal the spotlight.
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10 p.m.
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VH1
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“Brooke Knows Best” (R)
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Brooke throws a party and invites the guy she likes, but then her ex shows up and hits on her roommate.
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A = awards show or special, C = comedy, D = drama, DD = daytime drama, G = game show, K = kids, M = movie, N = news/documentary, R = reality, S = sports, T = talk/variety show.
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