Matildas’ World Cup loss to Sweden caps off ratings bonanza for broadcasters Seven and Optus

The Matildas ended their World Cup series with a loss but the FIFA World Cup proved a ratings winner for broadcasters after smashing TV viewing records.

Stina Blackstenius of Sweden shoots under pressure from Clare Hunt of Australia during the FIFA Women's World Cup Australia & New Zealand 2023 Third Place match between Sweden and Australia at Brisbane Stadium. Picture: Getty

The Matildas’ bronze playoff ended in defeat against Sweden but despite this it capped off weeks of record-breaking ratings success for broadcasters Seven and Optus.

The team’s disappointing loss in Brisbane 2-0 drew a national audience of 3.38 million viewers including a streaming audience of 398,000 viewers on 7plus.

It was the Matildas’ fourth highest rating match of the series.

Sunday’s night final in Sydney between England and Spain will finish the FIFA World Cup on a high for not only women’s sport in Australia and the TV broadcasters, but also sponsors and fans across the country.

Seven Melbourne’s managing director and head of network sport, Lewis Martin, said Saturday’s event ended a remarkable series by the Australian women’s team.

“Last night’s incredible match showcased the Matildas’ unwavering determination and passion on the global stage,” he said.

“Their journey may have ended, but their legacy will continue to resonate with every Australian for decades to come.”

In Melbourne fans on Seven’s main channel were shown the St Kilda versus Geelong match at Marvel Stadium and those wanting to watch the FIFA World Cup had to tune into its substitute channel 7mate instead.

The Matildas well and truly outrated the AFL – St Kilda and Geelong match had a national audience of 472,000 viewers – Seven does not stream AFL home and away matches.

Global Media & Sports director Colin Smith said the tournament’s ratings success was phenomenal but he remained unconvinced it would follow across other women’s sporting codes.

“It was both free-to-air and streaming and behind the paywall and it didn’t rely on anti-siphoning to make it happen,” he said.

“I don’t think it will move the dial at all for the A-League or AFLW, what will move the dial is if they lift their skills standards and fans embrace them.”

The anti-siphoning list determines what sports must be available free to all Australians.

Seven partnered with Optus to sub-license the rights to 15 World Cup matches for just over $4m– a deal many industry sources say has paid off in droves with the ratings success throughout the four-week tournament.

The federal government last week promised $200m to bolster women’s sporting facilities and improve equipment – it is one of the biggest ever investments in female sport and capitalises on the Matildas’ success.

Socceroos great Craig Foster criticised the amount of funding from the government and posted on social media it’s “nowhere near enough” and isn’t targeted to football.

“Come on @AlboMP. Get serious,” he posted on X, formerly Twitter.

“Now is your chance to elevate the country through the multicultural game”.

The Matildas semi-finals loss on Wednesday made ratings history and it was the highest-rating program since Cathy Freeman’s historic victory in the 400 metre sprint at the Sydney Olympics in 2000.

The 3-1 loss to England’s Lionesses at Stadium Australia in Sydney drew a national audience of 7.132 million viewers, official ratings from OzTAM showed.

This included 6.17 million on Seven and a record-breaking streaming audience of 957,000 viewers on Seven’s streaming platform 7plus.

Optus Sport does not disclose how many viewers watch their broadcasts.

Freeman’s victory in 2000 drew an estimated 8.8 million viewers however the nation’s official TV measurement system didn’t begin until 2001.