FIFA Women’s World Cup 2019 has generated $ 96 million in television advertisement revenues in the USA. The revenue data compiled by ad-tracker Kantar has revealed that the World Cup, won by the US women, has surpassed the earlier estimated TV ad revenue of $ 43 million by more than 120%.
The initial estimates by the agency though did not take into consideration the expected revenues of Spanish language broadcasters like Comcast Corp.’s NBC Universal and Telemundo, which contributed almost 11% of the $96 million figure.
The US women had beaten the Netherlands on July 8 to win their second successive World Cup crown, and fourth overall.
Such was the impact of the Women’s World Cup on brands that special football-themed campaigns were run during the 52-match competition, with the Nike video Dream Further taking the first spot for runs on television during the live broadcast of the Women’s World Cup.
Another Nike campaign Dream With Us was in the third position behind Hulu’s The U.S. Team’s New Goal Celebration.
“Demand was high for the Women’s World Cup in the U.S,” Omnicom Group sports ad buying agency Optimum Sports managing director Jeremy Carey had told Wall Street Journal. “(Fox) sold every impression they could sell.”
The team has also made headlines for more reasons than their performance on the field. Co-captain Megan Rapinoe was in news for saying in a video that she wouldn’t visit the White House if the team won. Then the team had raised the issue of lesser payment than the men’s team in spite of doing the similar job.
The publication has also quoted a Nielsen report on viewership, stating that the tournament as a whole averaged 992,000 US viewers. The men’s contest averaged 2.3 million US viewers across all 64 matches.
However, the audience for the women’s final between the USA and the Netherlands has beaten the record for any of the final played by the men’s US team.
The report adds that Fox Sports, which holds English-language rights to Fifa tournaments in the US, charged more for ads at this year’s Women’s World Cup than for the 2015 tournament in Canada, despite the significant time zone difference. However, strong viewership at the 2015 event meant advertisers saw the value in this year’s tournament and chose to stump up the money required to the pay-TV broadcaster.
According to research from analytics company SQAD, Fox earned US$506,665 on average for each 30-second advertising slot sold for its coverage of the USA’s 2-0 win over the Netherlands in the final.