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In addition to gender and age differences, the economic status of FIFA Women’s World Cup
Germany 2011 TM viewers differed by market. Several markets attracted a more affluent
viewer, particularly China, Germany, Korea Republic, USA, Sweden and Norway where more
than a third of the live game audience were classified in the ‘high’ socio-economic/earnings
group.
Live game audience profile - socio-economic/class/HH earnings 19
40% 38% 37% 37% 34% 33% 29% 24% 23% 21% 18% 17% 16%
40% 42% 30%
25% 39% 42% 37% 40% 31% 44% 48% 51%
54%
Upper
Middle
36%
23% 21% 26% 27% 36% 18% 32% 29% 28% 43% 40% 54%
Lower
It is important to note that there are multiple factors that influence the live match profile of
the viewers in each market, including time zone, channel platform, cost of access to channel,
general interest in football as well as interest in the tournament itself (whether a team from
the market is competing). In addition, the general population of a market will also have a
bearing.
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Socio-economic, class and household earning breaks and definitions alter by market; therefore the classifications above should
only be used as an indicative guide. Please note, social class or earnings data is unavailable in Japan.
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FIFA Women’s World Cup Germany 2011 TM