Matildas set ratings records, brands set to reap rewards

The gripping Women’s World Cup match between Australia and France brought in a massive viewership, refreshing the 2023 free-to-air record Matildas set last Sunday.

In a historic win, the Matildas are through to the semi-final of the Women’s World Cup for the first time after a tense penalty shoot-out against France.

OzTAM figures show the match aired to 2.507 million metro viewers on Saturday evening, which would have set the 2023 record had it not been for what followed.

The penalty shoot-out between the two teams, partially blended into the Seven News slot that followed, brought in 3.045 million viewers.

The team after Cortnee Vine secured the crucial goal in penalty that led it to victory. Source: CommBank Matildas

But the other big winners from Saturday’s game are the Australian brands who partnered with the FIFA Women’s World Cup long before the Matildas commenced their winning run.

Xero’s EGM brand and marketing James Kyd told Mumbrella that “partnering with FIFA women’s football gave us an opportunity to make a difference.”

“We are not surprised by the incredible skills on display by the world’s top players that will inspire the next generation of female footballers. This is what happens when investment and belief flows. But, we know there is still a lot to do to continue to support the future of women’s football.

We’re all getting a taste of the amazing potential of the sport in Australia, New Zealand and globally, and there is so much more to come. We look forward to continuing our partnership with women’s football beyond the FIFA Women’s World Cup 2023.”

For many brand partners, the discussions commenced long ago. For Jacob’s Creek marketing director Eric Thompson, official supporter status was on the cards since 2022.

“Our conversations with FIFA started around 12 months ago and were confident from the beginning that the partnership was a fantastic opportunity for an iconic Australian brand to bring people together to celebrate women’s sport across Australia and Aotearoa New Zealand.”

Australia will next face England in what will undoubtedly be another game that could set audience records.

The total TV figures will be released around 1pm today. The industry had been predicting massive numbers, including Clive Dickens, VP of TV, audio, content and product development at Optus, who expected the game to have a 4 million to 4.5 million national average audience, plus Optus Sport, pubs, clubs and stadiums.

The network’s Saturday night AFL also brought in 778,000 metro viewers.

Seven Network had an overall free-to-air share of 65.4% last night. However, it was shy of Nine Network’s 68.1% record in 2022 brought in by Ash Barty’s historic win against American Danielle Collins at the Australian Open.

Seven’s managing director Melbourne and network head of sport, Lewis Martin, said: “Australia partied yesterday as the Matildas did us proud.

“The nation gathered around the screens of Seven to cheer on our latest sporting heroes, in an amazing, shared experience that only Seven can deliver.

“The FIFA Women’s World Cup 2023 has brought Australia together in a way we haven’t seen for years. We can’t wait for Wednesday. Go Matildas!”


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