2018年-尼尔森欧洲_TheRiseofWomensSports_32页_1mb

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

Core Content

This report by Nielsen Sports explores the growing commercial potential of women's sports across eight major markets: the U.S., U.K., France, Germany, Italy, Spain, Australia, and New Zealand. It is based on consumer research and insights from industry leaders, emphasizing the need for brands, media, and rights holders to understand and capitalize on the increasing interest in women's sports.

Main Points

1. Who is Engaging with Women's Sports?

• 84% of general sports fans across the markets are interested in women's sports, either in both male and female sports or just in women's.
• 51% of these fans are male, indicating that women's sports is not only appealing to women but also represents a significant opportunity to engage male audiences.
• 66% of the population is interested in at least one women's sport, highlighting the broad appeal of women's sports.

2. Interest Levels in Women's Sports Events

• Interest increases when men's and women's events are staged together. Examples include:
  • Athletics Track & Field: 89%
  • Tennis: 86%
  • Triathlon: 81%
  • Mixed Martial Arts (MMA): 79%
• In contrast, when events are staged separately, interest is lower:
  • Golf: 61%
  • Cricket: 52%
  • Cycling: 51%
  • Basketball: 43%
  • Football: 43%
  • Rugby Union: 43%

3. The Potential Fan Base

• Women's football (soccer) has 43% interest, translating to a potential fan base of 105 million across the eight markets.
• 45% of the general population would consider attending live women's sports events, while 46% say they would watch more if such content were more accessible on free TV.

4. Appetite for Women's Sports Content

• There is a growing market for subscription streaming of women's sports content, especially in France where 28% of people are interested in streaming women's events and 81% are willing to pay for it.
• In the U.S., 27% are interested in streaming women's sports, with 66% willing to pay up to $10.
• The report highlights the importance of multi-platform strategies for rights holders, with examples such as the WTA TV and UFC Fight Pass.

5. The Power of Female Athletes

• Female athletes like Serena Williams are among the most recognizable, with 72% awareness in the U.K. and 86% in the U.S.
• Hope Solo, Alex Morgan, and Steph Houghton are leading names in women's football and team sports.
• Brands are increasingly recognizing the influence of female athletes, with 63% of people believing brands should invest in both men's and women's sports.

6. Changing Perceptions of Women's Sports

• Women's sports is viewed as more competitive, skilled, and high quality than men's sports.
• Key sentiments include:
  • Competitive: 46% vs. 63%
  • Skilled: 35% vs. 40%
  • High Quality: 32% vs. 42%
  • Progressive: 32% vs. 17%
  • Inspiring: 36% vs. 26%
  • Family-Oriented: 25% vs. 13%
  • Clean: 26% vs. 8%
• Women's sports is also seen as less money-driven (7% vs. 39%) and more inspiring to fans.

7. Interest in Specific Women's Sports Events

• The FIFA Women's World Cup has 63% awareness, indicating strong public interest.
• The Women's World Cup (to be held in France) already has 34% interest, showing the potential for even greater engagement.
• Other major events include:
  • Olympic Winter Games: 90% awareness (Mixed)
  • Olympic Summer Games: 88% awareness (Mixed)
  • Paralympics: 85% awareness (Mixed)
  • UEFA Women's Champions League: 48% awareness (Female)

8. Case Study: World Surf League

• The World Surf League is leading the way in gender equality by offering equal prize money to men and women in professional surfing competitions, signaling a shift toward inclusivity and fairness.

9. The Bigger Picture

• Women's sports is growing rapidly, with increasing interest and engagement from fans.
• Media and broadcasting play a crucial role in shaping perceptions and increasing visibility.
• Brands and sponsors are beginning to recognize the value of women's sports, and the report encourages them to invest more in this space.
• Equal pay and visibility are key drivers for the future growth of women's sports.
• Partnerships and platforms are essential for creating sustainable opportunities and maximizing the commercial potential of women's sports.

Key Insights

• Women's sports is not just for women – it's a significant opportunity for engaging male fans as well.
• Media exposure is critical for raising the profile of women's sports and attracting a broader audience.
• Streaming and digital platforms offer new avenues for engagement, especially for sports with smaller audiences.
• Star athletes like Serena Williams and others are instrumental in promoting women's sports and influencing brand perceptions.
• Equal opportunities and pay are becoming more common, which helps in attracting and retaining fans and sponsors.