Women’s world cup adverts outperforming men's

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.”

We hope you enjoyed this article.
Research Live is published by MRS.

The Market Research Society (MRS) exists to promote and protect the research sector, showcasing how research delivers impact for businesses and government.

Members of MRS enjoy many benefits including tailoured policy guidance, discounts on training and conferences, and access to member-only content.

For example, there's an archive of winning case studies from over a decade of MRS Awards.

Find out more about the benefits of joining MRS here.

0 Comments


Display name

Email

Join the discussion

Newsletter
Stay connected with the latest insights and trends...
Sign Up
Latest From MRS

Our latest training courses

Our new 2025 training programme is now launched as part of the development offered within the MRS Global Insight Academy

See all training

Specialist conferences

Our one-day conferences cover topics including CX and UX, Semiotics, B2B, Finance, AI and Leaders' Forums.

See all conferences

MRS reports on AI

MRS has published a three-part series on how generative AI is impacting the research sector, including synthetic respondents and challenges to adoption.

See the reports

Progress faster...
with MRS 
membership

Mentoring

CPD/recognition

Webinars

Codeline

Discounts