Study: The AFL Still Trumps The NRL For TV Eyeballs (But More Men Than Women Now Watching Women’s Footy)

Study: The AFL Still Trumps The NRL For TV Eyeballs (But More Men Than Women Now Watching Women’s Footy)
SHARE
THIS



The AFL remains Australia’s most popular code when it comes to attracting TV viewers a new study has revealed.

According to research firm Roy Morgan, over 7.4 million Australians aged 14-plus (36 per cent of the population) watch AFL matches on TV including AFL pre-season games, AFL home and away games, AFL Finals, the AFL Women’s competition or the show-piece AFL Grand Final.

For the NRL, the number is six million, however, Roy Morgan is reporting both codes have suffered a decline in TV viewership numbers in recent years.

There’s also news this week that the local football (soccer) A-League competition will revert back to being a winter sport, meaning even more competition for eyeballs.

Another interesting aside is that more more men (1.64 million) than women (1.14 million) now watch the AFL Women’s on TV – the competition is most popular for people aged 50-64 – watched by over 750,000.

According to the study, the AFL is more popular with both genders than the NRL. There are more than 4.2 million men that watch the AFL on TV compared to 3.6 million that watch the NRL and over 3.2 million women that watch the AFL on TV compared to almost 2.4 million that watch the NRL.

TV viewership of the AFL is strongest amongst older Australians. Over 40 per cent of Australians aged 50-plus watch the AFL on TV including 1.97 million aged 50-64 and 1.71 million aged 65-plus.

In contrast around a third of people aged 35-49 (1.77 million) watch the AFL on TV as do just over a quarter of people aged either 25-34 (1 million) or under 25 (975,000).

The rise in TV viewership of the AFL Women’s is perhaps not surprising given the significant expansion of the competition in recent years with six clubs entering the competition in 2019 and 2020. These clubs include the last two Premiers in the AFL Men’s competition Richmond and West Coast as well as Geelong, Gold Coast, North Melbourne, and St. Kilda.

TV Viewership of the AFL vs. NRL: 2020

TV Viewership of AFL Women’s: 2019 cf. 2020

Industry communications director Julian McCrann said the resumption of the AFL season in recent weeks has provided 7.4 million Australians with some live sport to enjoy: “The AFL’s return to competition in early June has provided a degree of normality for Australians amidst the COVID-19 pandemic after the season was suspended for 12 weeks.

“Over a third of Australians (36 per cent) watch the AFL in some form on TV giving the competition the edge over its great rival the NRL watched by 29 per cent of Australians. The most popular AFL viewing experience is the AFL Grand Final watched by over 6.2 million (30 per cent) and this is closely followed by the AFL Home and Away games watched by 5.8 million (28 per cent).

“Unfortunately, the AFL Women’s competition will not be returning in 2020 with the season ending prematurely prior to the Preliminary Finals as the COVID-19 pandemic struck in mid-March. The AFL Women’s competition is watched by 2.78 million Australians and is the only form of AFL competition to increase its TV viewership compared to a year ago.

“In a time when every investment decision is closely analysed to determine where scarce dollars should be directed the success of AFL Women’s in growing TV viewership over the last year should not be under-estimated. Other AFL competitions, as well as rival sporting codes such as the NRL, have experienced declines in TV viewership compared to a year ago and the outperformance by the AFL Women’s competition suggests there is further growth to come for the league formed less than four years ago.”

 

 

Please login with linkedin to comment

AFL NRL Roy Morgan

Latest News

The Turning Tide Against Surveillance Capitalism
  • Opinion

The Turning Tide Against Surveillance Capitalism

In this guest post, CTO of Wiise, Hamish Browne (pictured below), says tech’s new focus on privacy will lead to new rules and new ways of doing business for marketers… With the delicate balance between customer data and privacy in the spotlight like never before, the potential emergence of new standards and business models, is […]

Opinion

by B&T Magazine

B&T Magazine
Kim Kardashian Spruiks Cryptocurrency In Instagram Ad
  • Media
  • Technology

Kim Kardashian Spruiks Cryptocurrency In Instagram Ad

Businesswoman, reality TV star, and social media personality Kim Kardashian has posted an ad for mysterious cryptocurrency Ethereum MAX [EMAX]. In a post on her Instagram story – where she has 228 million followers – Kardashian wrote: “Are you guys into crypto????” “This is not financial advice but sharing what my friends just told me […]

by B&T Magazine

B&T Magazine
Great Southern Bank Rebrands With ‘Happily Clever After’ Via Indie Agency Richard Rose
  • Campaigns

Great Southern Bank Rebrands With ‘Happily Clever After’ Via Indie Agency Richard Rose

Great Southern Bank has launched a brand campaign this week, ‘Happily Clever After’, coinciding with its name change from Credit Union Australia, bringing to life its purpose of helping all Australians own their own home. The journey to changing from Credit Union to Great Southern Bank began back in 2020. When Australia’s largest customer-owned bank, […]

Nine Promotes Jo Clasby To Commercial Director, Publishing
  • Marketing

Nine Promotes Jo Clasby To Commercial Director, Publishing

Nine has promoted Jo Clasby to the role of commercial director – publishing, where she will report to Nick Young. She was previously director of client partnerships – publishing. Her new role establishes her at the same level of seniority as Anthony Smyth, commercial director – radio. Smyth was promoted at the start of this […]

Mark Zuckerberg, chief executive officer of Facebook Inc., listens as Narendra Modi, India's prime minister, not pictured, speaks during a town hall meeting at Facebook headquarters in Menlo Park, California, U.S., on Sunday, Sept. 27, 2015. Prime Minister Modi plans on connecting 600,000 villages across India using fiber optic cable as part of his
  • Technology

“No F*cking Way!”: Pink Floyd Frontman Refused To Give Mark Zuckerberg Rights To Song

Roger Waters, co-founder of Pink Floyd, said he refused to give Mark Zuckerberg the rights to use hit song Another Brick in the Wall (Part Two). Waters was speaking at a pro-Julian Assange event when he said that he had been offered a “huge, huge amount of money” for the use of the 1979 hit […]

by B&T Magazine

B&T Magazine
Accor Celebrates Aussie & NZ Cities With New ‘Go ALL Out’ Campaign
  • Campaigns

Accor Celebrates Aussie & NZ Cities With New ‘Go ALL Out’ Campaign

Hospitality giant Accor is shining a light on the joy of cities through its newest campaign, ‘Go ALL Out’, which launches in Australia and New Zealand today. The gateway to the ‘Go ALL Out’ campaign is ALL – Accor Live Limitless, a lifestyle loyalty program that integrates rewards, services and experiences throughout the Accor portfolio […]

Marketing Firm Silverbean Set To Double Headcount To Support New Client Wins
  • Marketing

Marketing Firm Silverbean Set To Double Headcount To Support New Client Wins

Global affiliate and partner marketing firm Silverbean has secured new contracts with 13 major Australian brands and is now working to double the size of its Asia-Pacific team. Silverbean launched in Australia in 2019 and has seen steady growth through its work with retailers. Now, with 15 new brands joining the Silverbean portfolio, the agency […]

Xandr Launches New Guide Exploring The Future Of Identity
  • Advertising
  • Technology

Xandr Launches New Guide Exploring The Future Of Identity

Xandr, AT&T’s advanced advertising company, today released “Shaping the Future of Identity,” an industry guide exploring the approaches for buyers and sellers, as well as market participants, as they evaluate identity solutions in preparation for a future without third-party cookies.

GTI Appoints New GM Of Marketing & Strategy, Snares Fresh Client
  • Marketing

GTI Appoints New GM Of Marketing & Strategy, Snares Fresh Client

Tourism PR and marketing agency GTI has announced the appointment of longtime media executive Jenny Pham as its new general manager of marketing and strategy. Pham (pictured above) will lead the agency’s marketing division with responsibility for strategy, media and consumer marketing, while GTI founder and managing director Sarah Anderson remains as the day-to-day lead […]

Hospitality Networking Platform Clipboard Launches Equity Crowdfunding Campaign
  • Campaigns
  • Marketing

Hospitality Networking Platform Clipboard Launches Equity Crowdfunding Campaign

Clipboard, a free professional networking platform for the hospitality industry, has announced it will seek to raise its next round of funding via equity crowdfunding platform Birchal. This will power its vision to transform the way the fragmented hospitality industry connects, shares experiences, markets and recruits. With a growing member database of over 24,000 hospitality […]