6.9 Million OOH Viewers Watch the US Women’s National Team Win the World Cup

The US women’s national soccer team defeated Netherlands 2-0 in the final game of a thrilling FIFA Women’s World Cup Tournament. The game, which aired on Fox at 11 AM ET, averaged 6,929,797 Out-of-Home TV viewers and peaked at 12:53 PM with 8,350,255 OOH viewers. The majority of soccer fans watching OOH saw the final from bars and restaurants (47%). The audience skewed 59% A25-54 and 76% male. The game is the second most-viewed soccer game of 2019, and was up +40% compared to the 2018 Men’s World Cup Final, which averaged 4,604,000 OOH viewers. The top three soccer matches among OOH viewers in 2019 were all Women’s World Cup games. The Final beat out any Champions League game, the fourth round of this year’s Masters, and Stanley Cup Game 7.

Disney’s “Mulan”, Nike Create Buzzworthy World Cup Commercials
6,758,130 OOH viewers saw the commercial for the Walt Disney Studios film Mulan. The movie is set to premiere in theaters in March, 2020. Nike saw an additional 7,453,942 viewers to their striking and empowering black & white USWNT victory commercial from OOH locations, according to Tunity Analytics.

FIFA Women’s World Cup Recap for OOH Viewers

OOH viewers turned out in record numbers to watch the US women’s national team in the 2019 FIFA Women’s World Cup. The USA vs France quarterfinal game on Friday, June 28 on Fox received an average OOH audience of 7,830,530. The match peaked at 3:46 PM with 9,305,530 OOH viewers. The game’s audience skewed 61% A24-54 and 72% male. USA defeated the host country 2-1. The summer Friday effect may have contributed to 47.7% of OOH viewers watching in bars and restaurants.

USA continued their impressive run defeating England 2-1 in the semifinals on Tuesday, July 2. The game averaged 8,540,370 OOH viewers and peaked at 4:48 PM with 10,202,055 OOH viewers. The audience averaged 57% A25-54 and 68% male. The 8.5MM average made the match the most-watched soccer game and 10th most-watched sports program year-to-date. Like Friday, the game aired at 3 PM on Fox, thus making it a prime opportunity for viewers to watch in OOH locations rather than viewing in-home. Bars and restaurants brought out the most OOH viewers for this game as well.

#SoccerSunday: A Full Day of Games Kept OOH Viewers Watching

The Women’s World Cup Final was just the beginning of a soccer-filled Sunday. Directly following the USA victory and trophy ceremony on Fox, the Red Bulls took on Atlanta FC in an MLS matchup. The game averaged 443,445 OOH viewers and peaked at 2:01 PM with 990,760 OOH viewers. The game ended in a draw which included a thrilling ending as both teams scored in stoppage time.

The third game of the day was the Copa America Final between Brazil and Peru. The game, which aired on Telemundo at 3:30 PM, averaged 359,785 OOH viewers and peaked at 4:44 PM with 931,775 OOH viewers. Brazil proved to be too much for Peru, winning 3-1 en route to their ninth Copa America title and first in 12 years.
The fourth and final game of the day was the Gold Cup Final between the US and Mexico. The game, which aired on FS1 and Univision at 9 PM, averaged 2,158,710 OOH TV viewers and peaked at 9:57 PM with 3,031,030 OOH viewers. The US fell 1-0 to our southern neighbor as El Tri claimed their eighth Gold Cup.

*All times noted are Eastern Standard time.

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Paul Lindstrom is the Head of Research and Analytics at Tunity, an out-of-home (OOH) data measurement company and consumer application which allows users to hear live audio from muted televisions directly through their mobile devices. In his role, Paul supports the creation of various data products, including Tunity's new analytics product, and helps set strategic vision and direction. Prior to Tunity, Paul spent over four decades at Nielsen, where he was responsible for designing and deploying innovative tools, systems, studies, and measurements for new media outlets. He also directed sales, operations, and strategy for Nielsen Strategic Media Research and Nielsen On Location. Paul is an innovation, research, and strategy executive with a successful track record in pioneering business development, product leadership, and research design. His combination of experience with media and custom research, location, and OOH measurements at Nielsen have allowed him to develop a new metric to capture OOH viewing insights based on Tunity’s traffic, tuning, and attention data.