Advertisers should target female audience for the Fifa world cup, says Nielsen

Advertisers should target female audience for the Fifa world cup, says Nielsen / Tom Grimbert

Nielsen has advised advertisers to formulate strategies targeting female audiences as the Fifa World Cup 2018 has seen a record growth of the fanbase globally.

According to Nielsen, 58% of women found the women’s World Cup ‘very appealing’ while the number rose to 70% for the men’s World Cup.

In a survey with female audiences, Neilsen found that nearly a third of women (31%) were interested across 18 markets in 2017. Nielsen Digital Ad Ratings also found that the age group among females that intended to watch the World Cup on TV most was 18-24 which is in contrast with males 35-44.

According to Barney Farmer, UK commercial director at Nielsen, major events like the World Cup are landmark opportunities for advertisers to extend their reach in new and growing audiences, including women.

He added: "Now is the time for advertisers to capitalise on fans’ attention and make sure they’re reaching female audiences effectively. While many advertisers might still have digital and mobile high on their agendas, it’s important not to disregard TV as a key platform – especially with only 9% of the UK planning to watch this year’s World Cup on a mobile or tablet.”

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