Nielsen study shows surge in interest in women's cricket

DUBAI: A new Nielsen study  to investigate awareness of the Women’s World Cup, unveiled by the ICC on Monday, indicates that 82 per cent of those surveyed followed the event more than any other women’s cricket event previously and overall 67 per cent of respondents said they would now take a greater interest in the women’s game following the World Cup.

The first study of its kind on women’s cricket among sports fans across India, Australia, England and Wales, New Zealand and South Africa, the research was commissioned by the International Cricket Council to mark the start of the ICC Women’s Championship that kicks off in two days. The objective of the research was to investigate awareness of the Women’s World Cup, perceptions towards the women’s game and key motivators to getting involved.

The study indicates improving standards for the women's game, with a total of 93 per cent of the people surveyed saying it was the best standard of women’s cricket they had ever seen with 91 per cent finding the matches exciting to watch on television.

As many as 92 per cent of sports fans in India believe they had seen an increase in media coverage of women’s cricket in the last two years while 66 per cent in England and Wales, 66 per cent in Australia, 58 per cent in South Africa and 50 per cent in New Zealand felt the same, the study claims.

Across the five key markets surveyed, 65 per cent of sports fans were aware that the ICC Women’s World Cup took place, which included 94 per cent from India and 67 per cent from tournament host England and Wales.

ICC chief executive David Richardson said, “The research confirms our belief in the potential for the growth of women’s cricket. It is heartening to see that almost 70 per cent of those questioned have said they’ll now take a greater interest in the women’s game and more so that half of their children felt inspired to try the game or play more cricket.

India captain Mithali Raj added, “It’s heartening to see the success of the ICC Women’s World Cup and the popularity of women’s cricket in India. That so many people followed our progress at the World Cup proves that there is an appetite for women’s cricket in India and it will only grow in the coming years.