The earliest defeat in USWNT World Cup history attracted a healthy TV crowd despite a 5 AM ET start.
Sunday’s Sweden-United States FIFA Women’s World Cup round of 16 match averaged a 1.4 rating and 2.52 million viewers on FOX, down 20% from U.S.-Spain on FS1 in 2019 (3.15M). The Swedes’ extra-time win — which marked the earliest World Cup defeat in the history of the USWNT — peaked with 4.07 million viewers from 7:30-7:45 AM.
The USWNT would have played its round of 16 match in primetime Saturday night had it won its group, but its second-place finish resulted in at 5 AM ET start early Sunday morning.
Overall, two of the four USWNT matches began in the overnight or early morning hours. Nevertheless, the team’s matches averaged 3.80 million viewers on FOX — up 2% from its first four matches in 2019 (3.73M). Keep in mind that the addition of out-of-home viewing (which was not tracked in 2019 or prior years) would likely account for the increase.
Not counting Saturday’s primetime Netherlands-South Africa match on FOX, figures for which were not immediately available, the USWNT delivered the four largest audiences of this year’s tournament thus far.
Spanish-language figures on Telemundo and Universo were not immediately available.
Washington D.C. led all markets for the FOX telecast with a 3.2 rating and 30 share, followed by Austin, Texas, at a 2.4 and 35. Baltimore (2.3/18) ranked third and Detroit and West Palm Beach, Fla., rounded out the top five at a 2.1/17.
(Nielsen estimates from Fox Sports)
