The Chicago Cubs' curse-breaking victory over the Cleveland Indians in Game 7 reached 40 million viewers, making it the most-watched World Series game since 1991.
The Nielsen company said the World Series as a whole averaged 23.4 million viewers. That was the most popular World Series since another curse-breaking year, when the Boston Red Sox beat the St. Louis Cardinals in 2004 to end a long drought.
The victory early Thursday marked the team's first World Series championship since 1908. The Cubs did it in thrilling fashion, topping the Indians 8-7 in 10 innings for their third straight victory.
It was another epic Game 7, between the Minnesota Twins and Atlanta Braves in 1991, that reached 50.3 million viewers, Nielsen said.
Last year's World Series between the Kansas City Royals and New York Mets, which lasted five games, averaged 14.7 million viewers per game.
>>Cubs World Series Parade This Morning
Wednesday night, the Chicago Cubs won their first World Series in 108 years.
This morning, the Cubs will celebrate with the rest of Chicago as they partake in a victory parade that'll stretch from Wrigley Field to Grant Park, where a rally will be held, per mayor Rahm Emanuel's edict.
Per the Chicago Sun Times, the parade will begin at 11 a.m. (local time), with team buses leaving Wrigley Field at 10 a.m.
The official procession will travel along Michigan Avenue between Oak and Ohio and then along Columbus between Monroe and Balbo. Fans who want to catch the downtown parade are encouraged to see them along this route.
Grant Park is the same place where the Chicago Blackhawks, of the National Hockey League, held their trio of championship rallies.