The FIFA World Cup is almost over, but brands still have time to reach and engage with new audiences by using high-quality content and advertising to target young females, a new study released by Nielsen has found.
The final of the World Cup will take place in Moscow this weekend, and brands can drive meaningful results from their campaigns in the run-up to the showpiece occasion by tailoring content for women, who are finding the quadrennial tournament “very appealing” in increasing numbers.
58% of women said that they were eager to watch the recent women’s World Cup, but this figure soared to 70% for the men’s 2018 World Cup. This is also a global trend as almost a third of female audiences were interested in 18 markets around the world last year.
35 to 44-year-old men are the most likely to watch the World Cup via traditional channels such as TV, but the age range skewed towards younger audiences for women, where 18 to 24-year-olds are the most eager to tune in. This is according to Nielsen’s own Digital Ad Ratings.
Brands can engage with women across a variety of touchpoints, including offline and digital, with Nielsen’s UK Commercial Director Barney Farmer revealing that they have a landmark opportunity to engage with new audiences.
He noted: “Now is the time for advertisers to capitalise on fans’ attention and make sure they’re reaching female audiences effectively. While many advertisers might still have digital and mobile high on their agendas, it’s important not to disregard TV as a key platform.”
