This definitely does not surprise me, given the interest (and the excessive hype.) 

But this Op-Ed from Broadcast Dialogue gives a different perspective on the viewership numbers. A media specialist suggests that with CTV showing some games for free and TSN needing a subscription of some kind, that if Bell Media doesn't see paid subscribers go up as a result of the World Cup, then it might be considered a kind of failure. 

"If the free package drives massive CTV numbers but doesn’t convert meaningfully to TSN subscriptions, it tells you that the ceiling on sports rights as a subscription driver is lower than the industry has been pricing. That the audience will take what’s free and decline to pay for the rest, even when the rest includes the full tournament. That the bundling logic – we’ll give you some of it free to demonstrate the value of paying for all of it – doesn’t close the way it’s supposed to."

Not sure what those here might think of that conclusion and the editorial is fairly long, but it's a pretty interesting read if you can get all the way through it. 

OP-ED: The Best Hand Bell Media Has Ever Been Dealt / FIFA’s Cards

Having some key coverage of FIFA on CTV was a smart move.  Early ratings show most of the viewers watching on TSN. The OTA is gravy for advertisers, increases hype, and brings in viewers that otherwise wouldn't watch. TSN has all of the matches for the die hard soccer fan.

With CBC TV leaving HNIC after 74 years it will be interesting to see if Rogers cuts an OTA deal with anyone else or increase the number of matches on City TV nationwide, or games only on Sportsnet. Sounded like it was CBC that wasn't interested in continuing on rather than Rogers.