NEWS18 August 2023

Women’s world cup adverts outperforming men's

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UK – Adverts during the Fifa Women’s World Cup are outperforming those for the men’s world cup, according to data from advertising effectiveness platform System1.

England's women's team winning the European Championships in 2022

System1 said the top-ranking advert in UK, US and Brazil for the women’s world cup, which has been held in Australia and New Zealand, was ITV’s The pride has arrived advert, for which it gave 4.4 stars.

System1 ranks adverts on a star rating of one to 5.9 stars, with 5.9 being the highest, based on their ability to drive market share growth.

Other top adverts include Claro’s Todas Marias at 4.3 stars, Nike’s Brazilian advert Debinha I Joga Forever at 4.1 stars, Adidas UK’s Play until they can’t look away at 3.8 stars and Frito Lay’s Taste of Greatness in the US at 3.7 stars.

By comparison, System1’s test of 20 ads from UK, US and Brazilian advertisers in the men’s Fifa World Cup Qatar last year found only one four-star advertisement, while half the adverts scored between one and two stars.

Jon Evans, chief customer officer at System1, said: “Sport as a platform has universal appeal, so there’s a lot of value in sponsorship if brands get it right.

“For the women’s tournament, many advertisers are leveraging famed athletes and celebrities, plus right-brained elements like melodic music, humour and distinctive assets that capture consumers’ broad-beam attention and drive long-term market share growth.”