Women Do Like Football, Says Laser

ITV sales house Laser has produced research which shows that two thirds of women will watch some or all of the World Cup matches which began yesterday. Half will watch the final, and two thirds will watch the final if England is in it.

The survey also found that 40% of women watch football regularly, and that football is the most popular event sport with women. Moreover, these women were found to be young and upmarket.

This is potentially bad news to a number of advertisers who have reduced their airtime during the competition anticipating a low proportion of women viewers. This is particularly true of fast-moving consumer goods (FMCG) advertisers which generally target women.

Also, ITV initially increased the price of airtime for World Cup slots which put a lot off advertisers off. ITV has since reduced the premium for World Cup matches to attract advertisers back.

The Lasertrack research interviews 1000 people in-home in the Granada region.

Laser: 0171 396 6000