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Individuals (millions)
To calculate the global reach of the event, a ratio was calculated taking in to account live
average and peak audiences in each market, the universe of channels in each market and the
reach in each of the measured markets shown on the previous page. This ratio was then used
to extrapolate across all markets in the corresponding regions.
This methodology resulted in the event reaching a total of 248.5 million individuals globally
(based on viewing a minimum of 20 consecutive minutes). However, if the reach condition is
reduced to viewers watching just three consecutive minutes of coverage, the projected global
reach equates to 407.8 million.
140
120
100
99.2
Projected reach by region
121.5
92.6
20+ consecutive minutes
3+ consecutive minutes
80
60
40
71.9
58.5 56.8
53.4
34.2
39.2
26.2
20
0
0.9
2.0
Europe
North, Central
America &
Caribbean
Asia
South America Africa & Middle
East
Oceania
Based on viewers watching a minimum of 20 minutes of coverage, the highest reach was in
Europe (71.9 million), with the projected reach in the host market of Germany accounting for
the majority of this reach (42.5 million; 59% of the regional total 6 ). In addition, audience
reach exceeded five million 6 in France (6.5m 6 ), the UK (5.9m 6 ) and Turkey (6.7m 6 ).
However, based on the lower reach condition of viewers watching a minimum of just three
minutes of coverage, the highest reach was in Asia (121.5 million). Viewers in China (87.8m 10 )
and Japan (28.9m 10 ) together accounted for the large majority (96% 10 ) of this.
There were 58.5 million individuals reached in the North, Central America and Caribbean
region 7 , with the USA accounting for 37.4 million 7 (64% of the regional total 7 ). Elsewhere,
over 7.5 million viewers were reached in Mexico 7 and close to 5.8 million viewers were
reached in Canada 7 .
In South America, 34.2 million 7 people were reached through the in-home coverage, with
Brazil (22.4m 7 ) and Colombia (10.3m 7 ) generating much of this.
Across the Africa and the Middle East region, a projected reach of over 26.2 million
individuals was generated 7 . Coverage in Nigeria was projected to have reached more than 13
million people 7 , while in South Africa 4.2 million people were reached 7 .
In addition to the in-home reach analysed in this section, it is acknowledged that there will
be further reach through out-of-home coverage such as online viewing. However, the large
majority of individuals who accessed coverage through these media will also have watched
through television in-home and therefore will be accounted for in the above analysis.
7
Based on viewers watching a minimum of 20 consecutive minutes
10
Based on viewers watching a minimum of 3 consecutive minutes
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15
FIFA Women’s World Cup Germany 2011 TM