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Concurrently, there has been an overall increase in interest in soccer in the U.S., a trend we saw with TV viewership during the Men’s World Cup last year where the final game saw a 33% higher live rating than the previous tournament.
Mobilizing this segment of young women could be huge for advertisers, opening new partnership opportunities within the sports space. Target markets and advanced audiences provide the opportunity to go beyond just age and gender for targeting. When advertisers can break out beyond the traditional expectations of who will be watching or attending programming and who cares about sports in general, there’s a chance for new, fun, and creative campaigns that both entertain audiences and drive results.
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Live Household Rating: A Household Rating is the percentage of TV households in the market that viewed the entity (telecast, series, or station.)Actions: a measure of total engagement. They include reactions, likes, shares, comments, and retweets.
1. Comscore MMX, Sports, females aged 18-24, June 2022-June 2023, U.S. Compared with male and female segments aged 18-24, 25-34, 35-54, 55-64, and 65+.2. Comscore Social, Metrics & Trends, Actions across Facebook, Instagram, Twitter, TikTok, June 2022-June 20233. Comscore TV, US, December 2022, Households with females aged 18-244. Comscore MMX, MLS Digital Properties, June 2023, U.S.5. Comscore MMX, Instagram.com and TikTok.com, females aged 18-24, June 2023, U.S.