Football
New Nielsen data
reveals a growing female fanbase for the sport globally and why this is
important for advertisers.
The World Cup is
not only becoming more popular among women but also increasingly effective in
reaching female football fans. As England reaches the quarter-finals, Nielsen’s
latest data shows it’s time for advertisers to re-evaluate their targeting
strategies accordingly.
Despite football
fans traditionally being male, advertisers should be wise to the fact that
football is the most popular of the sports that Nielsen surveyed with female
audiences, with nearly a third of women (31%) interested across 18 markets in
2017.
Nielsen also
found that the age group among females that intended to watch the World Cup on
TV most was 18-24. This is in contrast with males 35-44.*
Promisingly for
advertisers, campaigns running during this year’s World Cup have a higher
chance of reaching the intended target audience compared with the last World
Cup in 2014.
Since the 2014
World Cup, Nielsen found the most significant increase in on-target reach
within the 18-34 year old female demographic – 38% of ads reached the intended
target in 2014, compared with 56% today. **
Barney Farmer, UK
Commercial Director at Nielsen commented: “Major events like the World Cup are
landmark opportunities for advertisers to extend their reach in new and growing
audiences, including women.
“World series are
highly popular with female audiences: 58% of women find the Women’s World Cup
‘very appealing’. This rises to 70% for the Men’s World Cup. Now is the time
for advertisers to capitalise on fans’ attention and make sure they’re reaching
female audiences effectively.
“While many
advertisers might still have digital and mobile high on their agendas, it’s
important not to disregard TV as a key platform – especially with only 9% of
the UK planning to watch this year’s World Cup on a mobile or tablet*.”
Credit: fcbusiness.co.uk
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