1) If you want to use a model that takes 25k households (of which bars, dorms, and online viewing is not taken into account) and uses that to indicate how many people are watching MLS then that is your perogitive. However, based on the huge uptick in advertiser revenue I'm going to say that the higher ups believe there is much more exposure now than there was 10 years ago. 2) MLS has solidly become the second best league behind Mexico in CONCACAF. Here are MLS teams records against non-FMF teams in the preliminary and group stages since the CCL since 2008 (in W-L-D format). 2008: 2-6-4 (0.83 PPG) 2009: 7-3-6 (1.69 PPG) 2010: 11-5-3 (1.89 PPG) 2011: 14-5-3 (2.05 PPG) 2012: 13-2-1 (2.50 PPG) In 5 years MLS went from having their first teams lose to teams from El Salvador to them sending reserve teams and winning. A lot has changed in 5 years on the continental side.