B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Federal Election
  • AFL
  • Pinterest
  • AI
  • News Corp
  • NRL
  • Cairns Hatchlings
  • Married At First Sight
  • Channel 10
  • oOh!Media
  • Thinkerbell
  • WPP
  • Anthony Albanese
  • ARN
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: Foxtel Media: Women’s Sport Viewership Shows Marked Increase
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Marketing > Foxtel Media: Women’s Sport Viewership Shows Marked Increase
MarketingMedia

Foxtel Media: Women’s Sport Viewership Shows Marked Increase

Staff Writers
Published on: 21st June 2023 at 8:21 AM
Staff Writers
Share
3 Min Read
SHARE

Foxtel Media and Gemba’s latest Women’s Sports research, conducted under the FoxTest initiative, shows a significant rise in viewing for women’s sport in Australia, which has increased by 18 per cent since 2022.

Viewing engagement has also increased, with 36 per cent of Australians (up from 32 per cent in 2022) consuming an hour or more of women’s sports per week even as overall sport consumption remained static. The majority (54 per cent) of women’s sports viewers are Foxtel or Kayo Sports customers, while 45 per cent of women’s sports consumed by Australians is on Foxtel or Kayo Sports.

The report, which surveyed a nationally representative sample of over 1400 Australians, also found that among women’s sport viewers, sentiment towards brands who sponsor women’s sport is increasingly positive. For example, among women’s sport viewers, 68 per cent “feel more positively towards brands that sponsor Women’s Sport” compared to 53 per cent in 2022.

Toby Dewar, director of customer engagement at Foxtel Media, said the latest research backs up last year’s findings that brands who sponsor Women’s Sport benefit from higher levels of trust.

“Our research consistently shows that Australians actively watching women’s sport have high levels of sponsorship recall, and this actually influences purchase decisions. For example, NAB’s recent sponsorship of AFLW resulted in significantly higher NPS (net promoter score) among AFLW fans aware of the sponsorship, with a +3ppt impact on brand consideration, taking share from major competitors. Women’s Sport represents an exciting and powerful opportunity for brands, and of course benefits the talented Australian women playing sports at all levels.

“At Foxtel Media, we’re also proud to see awareness of Women’s League sponsorship being significantly higher among a Foxtel and Kayo Sports audience, and that Foxtel can build awareness more quickly than other media channels. For example, Foxtel viewers are significantly more likely to recall AFLW or NRLW sponsors and 40 per cent more likely to recognise the naming rights partners of major leagues and teams,” Dewar said.

Monika Poposki, head of sports sales, Victoria at Foxtel Media, said, “The research identifies an exciting future opportunity for advertisers. At a total population level, attitudes are improving slowly, with more associating Women’s Sports to have “large scale investment” and as “exciting and fun to watch”. However, there’s a more significant shift among those who actively watch Women’s Sport – showing the importance of broadcast in driving change.

“Forty per cent of female Foxtel/Kayo Sports viewers indicated that they are willing to watch more Women’s Sport but they often forget or don’t know it is on, which reinforces the need for rights holders to provide sufficient notice to broadcasters of season start dates and schedules.”

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: Foxtel media, gemba, women's sport
Share
Staff Writers
By Staff Writers
Follow:
Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

Latest News

Polestar Hands The Keys To Manifest As Agency Of Record
22/05/2025
UM Taps M+C Saatchi Group’s Lisa McMillan To Lead Federal Government Account
22/05/2025
StackAdapt Expands Partnership With Samba TV To Power Smarter CTV & Digital Advertising In Australia
22/05/2025
Meta Condemned As Ad For Wedding Suits Appears On Child Exploitation Video
22/05/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?