Playing in London creates immediate hum on both sides of the Atlantic. Both the NFL and the NBA routinely sell out, and London games produce a reliable stream of news coverage. The longer-term impact is harder to detect. According to an annual tracking survey by Nielsen Sports, 12.9 percent of U.K. residents say they’re interested in the NFL; 12.1 percent express interest in the NBA and 7.6 percent in MLB. The tallies show little change in the last three years.
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