Tantalisingly close America's Cup glory has proved a boon for broadcasters and media this week.
TVNZ reported viewership of the 5+ age group reaching the hundreds of thousands each race, growing daily as the Cup stayed just beyond Emirates' Team New Zealand's grasp.
Publicist Nicole Wood said audiences peaked at an average of 927,000 during race one on Monday. Race two grabbed 900,000 viewers. Monday had been touted as the day the Kiwi team - two wins short of victory - could bring the Cup home.
But Oracle spoiled the party, winning both races, and further Oracle success made viewing compulsory the rest of the week.
By Friday - with Emirates' Team New Zealand one win away from glory - an average audience of 832,000 tuned to race one.