Cint has released a report which looks at Australian consumers’ advertising, streaming and viewership habits during the 2023 FIFA Women’s World Cup.
Cint is a global provider of research technology. The platform provides a ‘Cint Snap’, or a snapshot into the minds of general consumers, and the data featured is from the Cint platform and leveraging Cint’s programmatic research tech.
Approximately 300 Australian consumers were surveyed for each question.
From the data, 48% of respondents said that free-to-air TV is the medium by which most respondents said they would watch the Women’s World Cup followed by 19% on streaming services and 14% on YouTube TV.
Looking at social media, 28% of respondents said they were very likely to follow the FIFA Women’s World Cup, in contrast to 21% who said they would not be viewing any Women’s World Cup content on social media platforms.
Facebook (45%) is the most popular social media platform that respondents planned to use to get information about the Women’s World Cup followed by Instagram (29%), TikTok (27%) and Twitter (17%).
Meanwhile, 41% of Australians said that they are likely to post about the Women’s World Cup on social media. 57% of respondents said that they are likely to remember an ad they saw during the FIFA Women’s World Cup.
In terms of advertising, 54% of respondents said that they would watch the Women’s World Cup this year, with 96% of Australians surveyed saying that they will also watch the advertisements during the matches.
When it comes to ad recall, a whopping 48% of Australians said that a catchy song would be top of their list in being able to remember an ad during the Women’s World Cup followed by humour (44%) and having a celebrity/influencer (29%) in the ad.
Meanwhile, 55% of respondents also reported that they would visit the brand’s website if they see an ad that they like.