Argentina's matches are transmitted simultaneously by the country's five open-signal channels -- like Presidential speeches -- and together rack up ratings of 70 points on an official scale where each point is equivalent to 31,474 homes.

Even when arch-rivals Brazil play, ratings easily rise above 30 points to levels that even the most successful regular TV shows could never dream of.

Trailing the two South American giants are games played by Spain and Italy -- where many Argentine families hail from -- which snatch uneven ratings from drowsy afternoon audiences.

NO PUNCHES

But specialists pull no punches in pointing out quantity does not always imply quality in coverage.

"Germany 2006 is doubtless the biggest TV investment in the past five years, a really extraordinary effort," Borsato said.

"You have dozens of journalists, a cohort of producers, technicians, comedians and gossip columnists planted in Germany; millions of euros and lots of effort in search of...very little," he added.

A TV critic in top-selling daily Clarin slammed leading variety show host Marcelo Tinelli for relocating to Germany for the World Cup with a crew of 45.

"The good news is that they will stay, at least as long as Argentina stay in the running. The bad news is that Argentina may well go the distance," Luis Hermida wrote.

The same goes for most shows transmitting from Germany: they will have to pack their bags if Argentina lose now the tournament has reached the knock-out stage.

When that happens, the country will have to go back to normal and an ironic phrase coined by state-owned National Radio will no longer apply: "World news is all about the World Cup."