Women’s sports net increasing share of Spanish ad industry


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Juan Fernandez Gonzalez

| 29 August 2015





Social TV and growing sports channels seem to be driving women's sports in Spain – not so long ago completely out of TV schedules – into a new era, as linear and online audiences grow and the advertising industry eyes a new open business field.


While in 2013 not a single hour of badminton was broadcast on Spain's free-to-air (FTA) TV, 2014 saw 41 hours as player Carolina Marín won the world championship. And her bid to repeat the title this year has generated 72 hours of TV programming so far, according to Kantar Media figures.

Marín's performance during the 2015 world championship has driven 48 TV news stories, 23 million audience impacts and nearly €1 million in advertising value.

And the same trend has been evident in other cases. The tennis player Garbiñe Muguruza has doubled her presence on TV this year, generating 126 stories and 51 million impacts, thus creating €1.5 million in advertising value.

But in a country of football fans, women's football has probably seen the greatest success. In 2014, there were 17 hours of free-to-air TV related to this sport, while in 2015, for the first time, the Women's World Cup was broadcast and TVE's Teledeporte carried almost 100 hours of live broadcasting.

The Women's World Cup, held in Canada in June, generated €4.3 million for the advertising industry through 374 news stories and 162 million impacts.