7th edition of YouGov’s SportsIndex Buzz Report reveals events and teams which generated most positive chatter amongst UK public in 2019. For the first time, international data is also included.
- A women’s sports property makes it into top five for first time
- Wimbledon pips Rugby World Cup to first place
- First non-free-to-air property is in sixth position
- Six Nations racks up its highest ever score
- Despite England’s rugby team being unable to replicate the success of their cricket counterparts, the Rugby World Cup nearly tops the Buzz table
Research released by YouGov Sport today reveals the UK’s buzziest* sports teams, events and leagues from 2019
The data, reported in the organisation’s seventh annual SportsIndex Buzz Report, sees both the FIFA Women’s World Cup and the England Women’s National Football Team both make it into the top five – the first time that female-only sports properties have done so.
In a strong year for rugby, the Rugby World Cup and the Six Nations both make it into the top five, matching football’s power to create conversation. The latter saw its highest ever score in 2019, a strong indication that the property is going from strength to strength.
Wimbledon continues to be solid gold as far as its ability to generate Buzz goes. It reaches the top of the Buzz rankings whenever there is an off-year for mega-events and 2019 was no different. Even without British interest past the quarter-finals stage of the main draw, the event still creates astonishing amounts of positive chatter.
The ICC Cricket World Cup is the ranking’s highest-placed non-free-to-air property. Its high placing is contributed to by home hosting and a finish worthy of Hollywood.
Frank Saez, founder and Managing Director of YouGov Sport says the rankings show the potential of women’s sport to rival the dominance of men’s events.
“Three of the top four are women’s or mixed properties, with the Women’s World Cup and the England team missing out on top place by just a handful of points.
“It shows that, given the right platform, there’s plenty of appetite out there for women’s sport but marketers have to find ways of keeping it in the spotlight. As some of the sports who have fallen out of the top ten this year have found, that’s easier said than done.”
* Every day, YouGov Sport asks people this question:
“Over the PAST TWO WEEKS, which of the following sporting leagues/events have you heard something positive/negative about?”. Each property’s Buzz score is the difference between the percentage of respondents hearing positive news and the percentage hearing negative news about an event in the previous two weeks. The SportsIndex Buzz Report reports on peak Buzz – that is to say, the highest (four-week average) Buzz score each event or sports property recorded over the calendar year of 2019.
- YouGov Sport is the sports arm of YouGov, the leading global research company. YouGov Sport has offices in London, Glasgow, Frankfurt, New York, San Francisco, Phoenix, Dubai, Mumbai, and Melbourne
- Its SportsIndex product operates in 38 markets globally, tracking 200 properties across 30 sports. It can be combined with data on 13,000 brands. It tracks each property against 16 separate metrics and, in the UK, tracks 75 properties
- For more details, visit https://sport.yougov.com/solutions/ or contact James Stibbs at firstname.lastname@example.org or on 07974 344 843.