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"The trajectory is upward": the good audiences of women's sport on television

2022-07-26T15:43:43.052Z


Less expensive and attracting good audiences, women's competitions are increasingly popular with television channels.


France 2, yellow jersey of the hearings!

On Sunday July 24, the public channel offered the first stage of the new women's Tour de France in front of more than 3 million viewers, or 27.8% of the public.

Worthy of the men's version, this very fine performance echoes those currently recorded by TF1 with the Women's Football Euro.

On Saturday July 23, Les Bleues' quarter-final victory over the Netherlands, for example, thrilled 4.5 million supporters (28.7%) on TF1.

"The trajectory of audiences in recent years is ascending," welcomes Julien Millereux, sports director of the TF1 group, who hopes that the semi-final Germany-France this Wednesday will allow us to reach a new level.

Read alsoTour de France women: consultant Marion Hérault-Garnier, from one microphone to another

As a result of these good results, television channels are betting more and more often on women's competitions.

France 2 has been offering the women's version of the Six Nations Rugby Tournament since this year.

Next October, the TF1 channel will broadcast the Women's Rugby World Cup in New Zealand, while France 3 will again broadcast women's cycling classics like Paris-Roubaix next season.

“These competitions require specific promotional work to increase their notoriety”

For Laurent-Éric Le Lay, director of sports at France Télévisions, the programming of women's sports is a way "to broaden the spectrum of events broadcast on television" at a time of ultra-competition on the content market.

"While men's competitions do not allow channels to make money, the economic equation of women's events can also be more interesting due to cheaper TV rights", deciphers for his part Philippe Nouchi, from the agency Publicis Media consultant.

"It depends a lot on the course of the Blue", tempers Julien Millereux of TF1, who especially underlines the voluntarism of the chains in the matter.

“These competitions require specific promotional work to increase their notoriety.

It is, in our opinion, a public service mission, ”supports his counterpart from France Télévisions.

“Whatever the efforts of the channels, the lasting success of women's sport on TV will also depend on the titles won, believes Julien Millereux.

We hope that the Euro will be one of them!

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Source: leparis

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