Only a tiny fraction would stay up until midnight or 1am to watch WC games ...
I find this hard to believe. The 2002 World Cup Final was at 4 AM here on the West Coast, but my family and I woke up to watch it, as did dozens of other people I knew, even though soccer is obviously not very popular here. That the vast people in a country where soccer is the most important sport would refuse to stay awake until midnight to watch World Cup matches strikes me as preposterous.
In North America, it is common for people in the east to stay up past midnight watching sports; most sporting events in the west start at 7:00 local time, which is 10:00 in the east, meaning that it is generally around 1 AM in the east by the time the game ends. When I am at school on the East Coast, I watch baseball until around 1 AM almost every night.