Television ratings for the 101st Grey Cup game between the Saskatchewan Roughriders and Hamilton Tiger-Cats made it the most-watched sports program of the broadcast year, and the fourth most-watched Grey Cup game on record.
Preliminary overnight data from BBM Canada found Sunday's game attracted an average audience of 4.5 million viewers on TSN.
Overall, more than 11.5 million viewers, or approximately one in three Canadians, watched some part of the game on TSN and in French on RDS.
The 101st Grey Cup saw the Saskatchewan Roughriders defeat Hamilton 45-23 at Mosaic Stadium in Regina.
Audience levels peaked late in the second quarter, as 5.5 million viewers watched the Roughriders take a 25-point lead.
Riders part of Grey Cup record viewers game
The Grey Cup record of 6.1 million viewers was set in 2009 when the Montreal Alouettes defeated Saskatchewan 28-27.
That game was played shortly after the introduction of a new ratings measurement system that has seen sports TV ratings skyrocket.
Economic boost for Regina
The five-day long Grey Cup Festival, and the game itself, were also a boost to the host club and the businesses in city of Regina.
Game tickets and many event tickets were sold out and local hotels and bars were busy with thousands of out-of-town guests.
Jim Hopson, from the Roughriders, said last week's projection of an overall economic impact of $100 million will likely be exceeded.
"We know it will be in the millions because of retail sales and just everything that happened," Hopson said Monday. "It's going to be huge for the city. We had estimated an economic spinoff from the festival for the city and province of $123 million, but we're hearing those numbers are going to be low."
Hopson said it is likely any revenue, for the Riders, that is profit from the event will likely be put to the club's portion of funding a planned new stadium.
"We are going to need to spend about 40 million dollars to get into the new stadium, get it up and running," Hopson said. "So while there are some good times here, there are certainly some big expenditures as we go forward."
Final figures on the financial side of the game are expected by the end of the week.