The Liga MX Femenil comes in the sum of records and closes the year with two more goals in recognition, one by reaching the highest number of people connected on Facebook Live at the Tigres coronation against Monterrey; and the second goal with the international echo in the FIFA speaker, who highlighted his achievements in audience, reach on social networks and attendance at stadiums, in addition to mentioning that he has a promising future.
The league with 493 registered players, of which 161 continue uninterrupted since its creation in 2017, had the attention of more than 4 million people in the 2020 Guardians, who watched at least one of the tournament’s matches, according to to Nielsen Ibope figures.
On the digital front, the record number was achieved in the second leg final between Women’s Tigres and Rayadas, which by itself reached an average of more than 46,000 people on the feline set’s Facebook Live broadcast. The Liga MX Femenil recognized that it was the best audience in the circuit on the platform.
Meanwhile, worldwide, FIFA highlights the attendance of 53,000 people in the final in 2018 between Rayadas and Tigres at the BBVA stadium and points out that in the last three years, the League matches have attracted more than 2.5 millions of fans to the stadiums, while television viewership figures for each league campaign have hovered around the 5 million mark. Regarding the digital part, it stands out that in social networks the league has accumulated one million followers and 128 million impressions in the course of each competition.
“What we have in terms of value is the economic effort that the teams are making to have the women’s teams and we have to maximize them for the purpose of marketing them. There are some that have done very well, there are others that lack and that is where We must promote because women’s football is already being marketed on television. When the Covid ends we must work on the issue of tickets to stadiums. A lot of parity is already being generated between the women’s league and the Expansión league in terms of television audience , also before the Covid, very similar assists were generated, “Mikel Arriola, president of Liga MX, told El Economista.
The audience figures for the regular season (Guardians 2020) between Liga MX for women and that of Expansión are not far off in an abysmal way. Between the two there is a difference of 6,000 viewers. In the Expansión league, on average 108,000 spectators watched at least one minute of a match, in the women’s league, just over 102,000 people stayed with an average permanence percentage of 17% of the duration of the matches, that is, the same percentage registered in Expansión (17.7%), according to Nielsen Ibope figures. However, the most watched game of the regular season does make a big difference between the two leagues; the Cancun vs Pumas Tabasco (J9) reached 492,000 spectators; compared to the women’s Tijuana vs Pumas (J12) which reached 716,000 people.
Starting on September 18 and until the end of the 2020 Guardians tournament, TUDN broadcast 14 matches of the tournament through Facebook Watch, in a strategy that the television station described as a bet in the sense of the interests of digital audiences.
“We were able to make an alliance to broadcast certain games, with good results. Women’s soccer was well received with the broadcasts of the teams that we have more and more interest and we give them better spaces,” explained Alberto Sosa, director of Televised sports.
According to data provided by the television station, on TV the reach of the Women’s League was 3 million people, which represents 35% of the share. Regarding the profile of the viewers, they register that on pay television, 75% are men aged 30 and over, while on digital platforms they reached younger targets between 18 and 27 years old, 70% being also men. The alliance with Facebook has been key for TUDN, as the platform contributes on average 516,000 users in live broadcasts and the clips register 141,000 views.
“Every time the level of play in the women’s league is higher and is evolving, we will continue to support women’s soccer on our platforms,” says Sosa.
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