Rugby World Cup stakeholders buoyed by broadcast figures

Rugby World Cup Limited (RWCL) has added to the success story surrounding New Zealand's staging of the 2011 World Cup by revealing a series of broadcast landmarks for the tournament.

Last year's World Cup was watched by more young people and females than any previous tournament, with a total increase of 60% in hours viewed making it the most broadcast tournament ever.

Significantly, viewership among the five to 45 year age group increased by 6% from France's 2007 World Cup, while the audience gender spilt narrowed with females accounting for 45%, up from 25% for the 1995 World Cup.

Bernard Lapasset, Chairman of event owner RWCL, stated "we are delighted with these figures, which are an endorsement of the strong Rugby World Cup brand, our broadcast strategy comprising both free-to-air and satellite run in partnership with IMG, increased competitiveness on the field and a memorable and ultimately successful Rugby World Cup 2011. They also underscore the IRB's mission to reach out to new and emerging markets such as USA, Brazil, Russia, China, India and Mexico, and grow rugby beyond its traditional strongholds."

The expansion of hours viewed by 60% from France 2007 reflects the ever diversifying methods of engaging with the tournament through on-demand, news access and digital platforms. RWCL's own daily digital highlights package, which was available online and via the official tournament app, was downloaded more than 3.5 million times.

Stating that approximately 60% of RWC revenues are generated by broadcast, Lapasset added "we are in a highly-competitive sports and entertainment market and therefore it is particularly pleasing to see the average viewing age decreasing in line with our decision to fully embrace digital and social media platforms to engage with new fans and promote the tournament and rugby worldwide."