I think one problem American's have with watching international sports is that we are too used to the constant action and scoring that is the core of popular American sports. The NFL, the NBA, MLB all have adapted their rules to speed up play, increase the action and the scoring. It's the reason football (soccer to us heathens), was, and is to a certain extent, a hard sell here in the States.
Now, when these fans tune into the pole vault, and find out it may take 7 rounds or more to even decide the top 3? Add in the fact that all the athletes are nobody you've heard of and probably 2 Bulgarians and a Finn are the top 3 going in and they're probably gonna watch a Nascar race.
Now, the way I look at it, watching the absolute best in the world go head to head and give it their all in competition is mesmerizing. how many times have you watched a blowout between a bad team and a great one and wished for a closer, better game? The games don't come closer than the Olympics, where medals are decided by centimeters, thousandths of a second and tenths of a point. Add in a few true underdogs doing their best (Cool runnings, Mon!

), and you have some top notch entertainment. Better than Real Housewives of Paducah, Kentucky or the latest popularity... I mean "talent" contest.