尼尔森-女性体育的兴起（英文）-2018.11-32页-1mb

Summary of Nielsen Sports: The Rise of Women's Sports

Core Content

This report by Nielsen Sports provides an in-depth analysis of the current state and future potential of women's sports in eight major markets: the U.S., U.K., France, Germany, Italy, Spain, Australia, and New Zealand. It combines survey data with insights from industry leaders to highlight the growing interest in women's sports and the opportunities for rights holders, brands, and media.

Main Points

• Growing Interest: A significant portion of the general sports fan population is interested in women's sports, with 84% of sports fans across the markets showing interest in women's sports, either in both male and female sports or solely in women's.
• Gender Distribution: Among those interested, 51% are male, indicating that women's sports is not only of interest to women but also represents a major opportunity for engaging male fans.
• Event Engagement: The report highlights that interest in women's sports is higher when men's and women's events are staged together. Sports like athletics, tennis, and mixed martial arts (MMA) have seen strong engagement levels.
• Media and Broadcast Influence: Free-to-air broadcasting plays a crucial role in raising the profile of women's sports. Events such as the Women's FA Cup final, Women's Cricket World Cup final, and the Women's World Cup have demonstrated the potential of live TV coverage to attract and retain audiences.
• Streaming Potential: There is a growing appetite for women's sports content on streaming platforms, with 45% of the population across the eight markets expressing interest in attending live events, and 46% indicating they would watch more if more women's sports were accessible on free TV.
• Star Power: Female athletes like Serena Williams, Simone Biles, and Ronda Rousey have become global icons, influencing fans and brands alike. They are seen as role models and are highly recognizable in their respective sports.
• Brand Engagement: Brands are increasingly recognizing the value of women's sports as a platform. Over 63% of people believe brands should invest in both women’s and men’s sports, and 38% of those with no interest in women's sports could be interested if exposed to more content.
• Changing Perceptions: Women's sports is often viewed as more skilled, family-oriented, clean, and inspiring than men's. It is also seen as more progressive and less money-driven, which may help attract a broader audience and more sponsors.
• Commercial Momentum: The report underscores the commercial potential of women's sports, with equal pay agreements in countries like Norway and New Zealand, and the growing number of professional leagues and events.
• Future Opportunities: The upcoming FIFA Women's World Cup in France is expected to be a significant platform for engagement, with 34% awareness already among the population, showing strong potential for growth.

Key Insights

• Women's sports is not just for women: Male fans are a significant portion of the audience, which presents a broader market for engagement.
• Free-to-air coverage is still powerful: Despite the rise of OTT, traditional broadcasting remains a key driver for visibility and audience growth.
• Streaming is gaining traction: A growing percentage of the population is interested in streaming women's sports, with a high willingness to pay for access.
• Female athletes are key influencers: Their visibility and marketability are essential for the growth of women's sports and can drive both fan interest and brand partnerships.
• Equal pay and visibility are on the rise: These developments are helping to change the narrative around women's sports and are seen as positive signs for its future.
• There is a clear need for brand engagement: Brands have a role to play in supporting and promoting women's sports, which is seen as a more sustainable and socially responsible investment.

Conclusion

Women's sports is experiencing a significant rise in popularity, driven by the visibility of top athletes, the growing number of leagues, and the increasing awareness among fans. The report suggests that with the right strategies, including free-to-air broadcasting, streaming, and targeted sponsorships, the commercial potential of women's sports can be fully realized. Brands and media are encouraged to invest in women's sports to tap into a broader and more engaged audience, and to help normalize and elevate the profile of women's sports in everyday culture.