Review of the League MX Femenil, an Exponential Process

The approval of the public in the stadiums, the professionalization of women’s soccer, the distribution of content on digital platforms and the interest of sponsors allow the League MX Femenil to increase its audience numbers every season. The league published that 4.8 million people watched the Apertura 2021 tournament, an increase of 300,000 people from a previous semester and 800,000 if the previous year is taken into account.

According to data provided by Nielsen IBOPE to El Economista, 162,830 people averaged at least one minute of the regular phase of the Scream Mexico AP21, that is, 33,260 more than those who had seen the previous tournament.

This audience increases during the Liguilla phase: 356,540 people tuned in for at least one minute of the qualifying phase of Grita México AP21; a tournament earlier this figure was 286,600 spectators.

The matches that attracted the most attention in the Apertura 2021 tournament were the classics. The meeting between Guadalajara and Atlas from day eight most were engaged with 410 520 people according to the same parameters, followed by América-Tigres from day 16 (393 190) and América-Pumas from day eight (382 500).

Gabriela Batocletti, football analyst at Tigres Femenil Broadcasts, said in an interview with the newspaper that among the elements that make audiences grow is the performance presented by footballers and that it is a league that respects fair play, so there is no match is not. interruptions.

In terms of the ‘fair play’ classification, the Apertura 2021 tournament in the women’s branch produced 35% fewer yellow cards than the men’s First Division and 61% fewer red cards. Data provided by the President of League MX, Mikel Arriola, showed that the women’s competition is the one with the least effective playing time in the last tournament among the three most important competitions in the circuit (Liga MX, Liga MX Femenil, Liga MX Expansión) with 48 minutes and 59 seconds.

“Because of the respect they have for football and their profession and definitely because many of the clubs promoted the transfer of the matches, either by stream, by Facebook, because of the club’s application and some television stations that now have this offer of women’s matches, ”Batocletti argued, who also shared that the Facebook broadcasts of tiere they reach more than 15,000 spectators per game.

The middle ESPN pointed out that the last Royal Final between Tigres and Rayadas set an audience record on the Facebook Live broadcast, exceeding more than 143,000 views through the League MX Femenil page. This figure tripled the previous point of 46,000 views on the university team’s social network, which was set between both institutions at Guard1anes 2020.

─ What commercial benefits are observed from the increase in hearing?

The teams already have independent sponsors from the first (men), such as Tigres, who currently has Instagram, Atlas has Always, Rayadas as well (it has its own sponsors). The very work they have done allows sponsors to look back and see that the league is growing and that they deserve their support. We as a brand need to be there because every day the hobby they follow grows and grows, not only nationally but also internationally. “In the broadcasts, many people say that the match with the sponsors is very interrupted, but we defend that the team depends on them to pay for the broadcast,” said Batocletti.

During the Tigres broadcasts on Facebook Live, the headlines of its sponsors (HEB, Viva Aerobus, Adidas, Afirme, Pinturas Berel, Cemex Go, Hospital Christus Muguerza, Coca-Cola and Powerade) are shown, advertisements and talents make advertisements.

The Tigres Club is also a pioneer in the broadcasts of the new u.17 tournament of the women’s branch, they started the weekend with them during day four of the newly created tournament.

“During the last tournament, which was friendly for them, people asked us why we did not broadcast it. This Tigres tournament has raised its hand and started with the broadcasts of the little ones. “For them, it is a window so that they can be seen and get more opportunities in the First Division, in high schools, universities and abroad,” the sports journalist said.

─ Who watches women’s soccer?

Data provided by Televisa Deportes to this newspaper in December 2020 indicated that the profile of the League MX Femenil fans on pay television consisted of 75% of men 30 years and older, while reaching an audience on digital platforms younger between 18 and 27 years, also in a similar proportion of men. Nielsen added that the prevailing socio-economic level in Apertura 2021 was A / B and C + at 43.6%.


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