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Women's Football also triumphs in audience
2019-07-17

Women's football is growing exponentially around the world, especially in recent years, the past Women's World Cup held in France has helped many to know and engage in this sport. Fans begin to grow and the players are becoming more popular.

However, the differences with men's football, in terms of salaries, notoriety, etc., are still abysmal, due in large part to the fact that the generation of business around men's soccer is larger and therefore has a higher economic return.

Having said that, women's football is on the right track. In my opinion, it has already had that turning point it needed in terms of growth, and it is none other than the fans´ support.

In Spain, GOL has achieved its best audience data and share so far this year thanks to the broadcast of the Women's Football World Cup, reaching its historical maximum audience: 1.320.000 viewers and a share of 12,8% with the retransmission of the qualifying match between Spain and the USA.

    

Regarding the global data, more than 11.000.000 people saw at some point the Women's World Cup in GOL (either live, delayed, or the spaces of pre or post-match), increasing by 2.475.000 the number of people reached with respect to the past world cup (Canada, 2015) and more than 3.798.000 in relation to the last European Championship (Netherlands, 2017), both broadcasted on Teledeporte.

When comparing the profile of the audience of the Women's World Cup 2019 with respect to the last European Women's Championship of 2017, we observed an increase of 4 points in the number of viewers, as well as an increase of 4 points in those under 24 years - which suggests that this type of events generates a greater expectation among the young audience - and an increase of 10 points (9,6 to be exact) in the IA1-IB range of the socioeconomic index (the upper and upper middle classes), however, being female sport, its average audience has had an eminently male profile, reaching more than 75% of the total.

Regarding the national competition, LaLiga Iberdrola is already perfectly recognizable among football fans, both male and female, and that is why, more and more, the stadiums attendance to watch women's football matches is growing.

Nonetheless, and although we have recently heard about stadium attendance records, this data hides a harsh reality, and it is other than the issuance of very cheap tickets, or even free entry to matches. In my opinion, it is a good way to publicize this sport, and this type of action must be seen as an investment to achieve awareness, as we must not forget that the average attendance of clubs such as Athletic Club and Barcelona barely exceeds the 1,000 spectators.

The media are also becoming aware of this growing interest, and that is why the last final of the Copa de la Reina between Atlético de Madrid and Real Sociedad was broadcast for the first time in Spain, reaching an average of 1.655.000 viewers and a 14,8% share, being the golden minute of the event, precisely the last of the match with 2.797.000 viewers and 20,3%.

In conclusion, this is a great opportunity for brands, it is time to enter as a sponsor or in advertising format on this sport, the growth is exponential and the possibilities are endless. Global brands such as the giant Nike has launched a commercial that refers to the world's past, other brands such asVISA, BBC, FIFA, GATORADE, ING, Guaraná Antártica have joined and are investing, the Budweiser beer brand has sponsored for the first time a Women's football team and Qatar Airways is one of the official sponsors of the Women's Football World Cup.

You cannot miss this, ……………. are you in?

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