Ratings for the 2018 World Cup in the United States are down 44 percent from 2014.

The drop is consistent across English-language broadcasts on Fox and the Spanish-language broadcasts on NBCUniversal’s Telemundo. Games on Fox have averaged 1.98 million viewers, compared with 3.55 million on ESPN in 2014. Telemundo’s games have drawn an average audience of 1.87 million viewers, down from 3.3 million on Univision four years ago.

Fox and Telemundo paid more than $1 billion for the U.S. rights to the 2018 and 2022 World Cups.

Time zones also mean games start as early as 6 a.m. on the East Coast, earlier than the 2014 World Cup in Brazil. 

Fox lowered the audience it guaranteed advertisers as much as 20 percent, and Bloomberg reported in October that the network cut ad sales projections by about $20 million after the U.S. team failed to qualify.

Fox’s most-watched match through the first 16 games was Brazil versus Switzerland, which drew 4 million viewers.