Centaman has been a market leader in Enterprise Software Solutions for the leisure and recreation industry and both profit and not-for-profit attractions since 1991. It offers a wide range of software…read more
Nielsen analysts suggest new ways to ‘value’ the rise of women’s sport
Executives at global measurement and data analytics company Nielsen suggest that television viewership and attendance shouldn’t be the only measure used in putting a ‘value’ to women’s sport.
Instead, Nielsen's Managing Director, Media and Sport Monique Perry and Nielsen Sports Senior Account Manager, Kayla Ramiscal suggest that women’s sport has broader engagement, influence and value, countering the widely assumed views that ‘the attendance and viewing is just not there’ in women’s sport.
Writing for Mumbrella, Perry and Ramiscal explain “top-level traditional metrics do not favour women’s sports: women’s sport makes up just 10% of live sports broadcasts, and with a unique broadcast reach across the keys sports of five million people it represents just 36% of the audience of men’s sport (13.8 million).
But women’s sport is growing and this is an indicator of future success. There are now seven professional women’s sports leagues, five of which have been established in the past five years. As popularity continues to increase, it’s inevitable that both brands and rights holders have questions about audience, engagement, opportunities and return-on-investment attached to women’s sport.
Overcoming barriers to engagement is key. Interest in women’s leagues and sports is higher when a free-to-air broadcasting strategy has been developed and executed. One-in-two (48%) people say they would watch more women’s sport if it was accessible on free-to-air TV or free online. Facebook is the most popular social media channel to follow women’s sport (87%), followed by Youtube (56%), and Instagram (43%).”
The pair cite the Rebel Women’s Big Bash (WBBL) and AFLW as examples that have attracted large audiences, stand-alone sponsorships and broadcast revenue.
Launched in 2015, the WBBL Twenty20 competition has proved a remarkable success, attracting an early free-to-air partner in Network Ten and title sponsorship from sports retailer Rebel. In December last year, Rebel renewed its deal for a further three years while in April, Seven acquired the rights to broadcast 23 WBBL games per season for the next six years. Australians’ interest in women’s cricket now stands at 43%.
Meanwhile, the eight-team AFLW staged its inaugural season in 2017. Games in that first season were largely free to attend, while the broadcast strategy revolved around coverage in local markets on the Seven network – mainly the free-to-air digital service 7mate – with further national coverage provided by Fox. 41% of Australians are interested in women’s Aussie rules.
The pair also reference Suncorp Super Netball which draws larger audiences across the season than any other women’s code and has the largest share of female viewers.
Perry and Ramiscal state that “women’s sport has intangible association value (with) around eight-in-10 female sports fans say(ing) it is important for sponsors to support women’s sport, and 74% say companies involved in sponsoring sport gain in appeal with the audience.”
They add “we have already seen a shift in partnerships across women’s sport. Existing brand sponsors are expanding their portfolios or switching completely from men’s sport to women’s. While brands that are new to sponsorship, including Harris Scarfe and Priceline Pharmacy, are coming in at a lower level – often as club sponsors.
“Wider societal issues around diversity and equality are also playing into women’s sports investment decisions. And there are more opportunities available in this comparatively uncluttered market at a cheaper price. Not to mention the strong positive sentiments towards sponsors who are involved in female sport sponsorship. Female athletes are seen as inspirational, considered role models and positive advocates of healthy body image.
“The rate of change in women’s sport is one of the most exciting trends in the sports industry right now. At Nielsen, we are committed to integrating women’s sport into our current platforms for more accurate and comparable measurement of key metrics. By collaborating with the industry, we also need to develop new inputs including digital, social, net promoter scores and growth indices to provide a more complete picture.
“Making sense of what the future holds for women’s sport and the opportunities attached to it is fundamental. For rights holders, brands and the media, women’s sport represents a chance to develop a new commercial proposition and engage fans in a different way.”
7th March 2019 - SportAccord event to focus on women in sport
18th February 2019 - Sport leaders unite to advance pay equality for elite women athletes
11th January 2019 - Netball Australia announces Commission to manage Super Netball competition
30th November 2018 - New research highlights ongoing barriers to women in sport leadership
27th October 2018 - Baseball Australia announces plans for new Women’s League
18th October 2018 - New report shows rising international interest in womens sport
18th October 2018 - Women Sport Australia announce ‘world beating’ sportswomen
11th October 2018 - New women-only motorsport series aims to develop future Formula 1 stars
19th December 2016 - Nielsen Sports appoints Australians to global leadership team
20th July 2016 - Repucom rebranded as Nielsen Sports after $260 million sale
20th February 2015 - Eight teams announced for Cricket Australia Women’s Big Bash League
Asking a small favour
We hope that you value the news that we publish so while you're here can we ask for your support?
The news we publish at www.ausleisure.com.au is independent, credible (we hope) and free for you to access, with no pay walls and no annoying pop-up ads.
However, as an independent publisher, can we ask for you to support us by subscribing to the printed Australasian Leisure Management magazine - if you don't already do so.
Published bi-monthly since 1997, the printed Australasian Leisure Management differs from this website in that it publishes longer, in-depth and analytical features covering aquatics, attractions, entertainment, events, fitness, parks, recreation, sport, tourism and venues management.
Subscriptions cost just $90 a year.
Click here to subscribe.
The Complete Guide to Leisure Industry Products & Services.
Founded in 1961, Myrtha Pools® quickly became Italy’s première swimming pool company, and has since grown into one of the world's leading swimming pool construction…read more
Gladstone Health & Leisure (Gladstone MRM Pty Ltd Australia) is a leading supplier of leisure management and fitness software and is endorsed by leading health and fitness professionals and…read more
Quayclean are a national cleaning and waste services partner with proven results in the understanding and delivery of cleaning needs and challenges faced by facilities including; major venues and…read more
Tim Batt Water Solutions are at the very forefront of the commercial aquatic business in Australia, with over 30 years specific experience supplying and installing chemical control and dosing…read more
We are Aussie Strength. The ultimate supplier for Commercial Gym Equipment that's built to deliver in the toughest environments. From USA-Built hardcore weight training equipment from Arsenal…read more
Pico Play is a global leader in the planning, design, development and construction of world-class themed attractions and entertainment that deliver extraordinary and memorable experiences to millions…read more
get listed with our suppliers directory
Get your business noticed in our targeted directory. Viewed by 10,000 industry professionals per week!