ESPN's coverage of the Allstate Sugar Bowl on Wednesday night drew 10.1 million total viewers, according to Nielsen fast nationals.
That was up 4% over last January's game. The Jan. 2 telecast was also up a tenth in household coverage rating to a 7.2.
Through the first three Bowl Championship Series games, ESPN has averaged 12.5 million total viewers, up 9% over last year. ESPN airs the Tostitos Fiesta Bowl Thursday at 8:30 p.m.