"as much as" vs "as long as"

[Kirikiri]

English Language Tests, Intermediate level

ESL/EFL Test #153 "Comparison with 'as .... as'", question 8

Many British housewives cannot understand why many British men love watching football twice ......... the women.

(a) as good as
(b) as soon as
(c) as long as
(d) as much as

English Language Tests, Intermediate level

ESL/EFL Test #153 "Comparison with 'as .... as'", answer 8

Many British housewives cannot understand why many British men love watching football twice as much as the women.

Correct answer: (d) as much as
_________________________

Why not "as long as"?

Kirikiri