The Lionesses’ roaring success at this year’s FIFA Women’s World Cup in Australia and New Zealand has inspired ad audiences to skyrocket over the past two weeks.
Insight from Quantcast has found that 17.4 million addressable devices had engaged with tournament content over that period, resulting in a 254% increase in addressable advertising audience.
The boost associated with the England national team’s success throughout the World Cup tournament has also led an almost 50% increase in audience interest in the Spanish women’s team, England’s opponents in Sunday’s final.
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“It’s amazing to see the growth in support for not just The Lionesses but the women’s game in general throughout the tournament. Our data proves just that – highlighting a 254% increase in the addressable advertising audience and the sheer volume of people watching the games across all age and gender demographics,” Quantcast VP EMEA, Matt White said.
“With the World Cup final being played on Sunday, and the weather forecast to be great across most of the UK, it’s a perfect storm for brands looking to target football fans. Whether it’s family gatherings, BBQs or watching from home, businesses will be looking to book their advertising space ASAP to take advantage of the focus on the final.
“It’s not just the brands that benefit either – with increased viewership comes increased ad spend and a surge in consumer spending, which in turn should provide a much-needed boost for the UK economy.”
As the Lionesses have progressed in the 2023 World Cup, they have been able to attract a peak of 7.3 million viewers for their semi-final against Australia, while there has been a 200% increase in content focused on joint tournament top scorer, Lauren Hemp.
