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The 2018 FIFA World Cup kicked off in spectacular fashion with Russia thrashing Saudi Arabia 5-0. However, the slightly underwhelming opening fixture meant ratings across Europe couldn't match the opening of the 2014 tournament, which kicked off in Sao Paulo with Brazil versus Croatia.
The main reason that the opening fixture drew less figures than four years ago was the fact that it aired during the day, rather than in a primetime slot.
In the UK, the opening ceremony…