BLOG | by Tracy Schoenadel

Just how big is the Women’s World Cup? And is it bigger news in the US or the UK?

There’s no doubt that that the Women’s World Cup is making bigger waves than most other sports events this summer – and not just because of the refereeing.

In both the UK and US matches have broken viewing records. 7.6m Brits watched England’s Lionesses in their knockout game against Norway, while the US’s match against France drew 6.3m viewers.

Those viewing figures reflect the data we collect on the World Cup every day in the US and UK as part of our YouGov SportsIndex service.

Currently, the tournament’s Buzz score in the US is 12.7, making it the second most positively talked-about sports property in the country.

But in the UK, it scores 34.9 for Buzz, making it the UK’s most talked-about sports event in the country right now.

But a second place in the US is a highly creditable performance given that soccer is not the number one sport. And even that masks some more striking insights.

For example, following our recent observation about the MLS, we filtered the data for education.

And we can tell you that amongst college educated respondents, that Buzz score increases by nearly half, closing the gap to Major League Baseball in first place to just 0.5%.

In the UK too, there is interest behind the headline figures. The World Cup, for example, is significantly more popular among lower income individuals (those earning £25,000 or less per annum) than among those in other salary bands.

Ultimately, though, what really matters for tournament organizers is our Current Customer metric – which tells us how many people are actually watching. And in the US, it’s 10.4% of respondents – compared to 24.0% of Brits.

Let’s see what happens as England meet the US in today’s semi-final.

BLOG | by Tracy Schoenadel

TRACY SCHOENADEL
Senior Vice President & Managing Director of Sports, North America

Tracy is one of the leading authorities in sport marketing and sponsorship research with 25 years of experience in the sponsorship and advertising industry, as well as holding academic positions at University of Massachusetts Amherst, New York University, University of Richmond and University of Connecticut. Tracy was the original managing editor of the publication Sport Marketing Quarterly. She holds a degree in Sport Management.

E tracy.schoenadel@smg-insight.com | +1 646-537-9835