Time Zone Challenges Of The Women's World Cup

Time Zone Challenges Of The Women's World Cup
Photo by Joshua Hoehne / Unsplash

With the 2023 Women's World Cup hosted by Australia and New Zealand, time zone issues were a major challenge as Fox had to balance reasonable match times with when U.S. TV audiences could actually tune in. iSpot's new report recapping the event shares more.

  • While Fox was able to put a priority on primetime, where 20% of TV ad impressions were delivered this year, vs. just 4% for the full 2019 tournament.
  • But plenty of matches also took place virtually overnight, or in the early morning hours
  • Overnight ad impressions jump from 3% to 16% year-over-year, while early morning grows from 1% to 14%.
  • So while the World Cup certainly had more energy behind it and more brands appearing during matches, the time zone issues also make it more difficult for advertisers to get significant reach like they would with a more feasible location (for reference, the 2019 World Cup took place in France).