Women's sport: inching towards the media mainstream | Oct 2019

Sectors: 
Internet
Media
TV
UK Media
Companies: 
BBC
BT
Channel 4
DMGT
Express Newpapers
Guardian Media Group
ITV
News UK
Ofcom
Reach
Sky
Telegraph Media Group
Trinity Mirror

Media coverage of women’s sport escalated this summer thanks to the 2019 FIFA Women’s World Cup, which ignited national interest. The Lionesses attracted an exceptional peak TV audience of 11.8 million for England’s semi-final match against the USA

Still, coverage of women's sport remains minimal outside of major events: only 4% of printed sports articles reference female athletes. Quality press are leading the way—the launch of Telegraph Women’s Sport being the prime example—but the popular press are yet to follow

Freely-accessible coverage will generate greater interest and audiences for women’s sport, but continuous investment from all media will be needed to fulfil its potential

Access Women's sport: inching towards the media mainstream