Audiences Settle Into The New Home For A-Leagues
Football plays a big part in our Paramount ANZ sports locker with our broadcast in the last year reaching 9.2 million Australians and A-Leagues is key to scoring this success.
Now in our second season as broadcaster of A-Leagues, our reboot of the code in 2022 on 10 Bold, 10 Play and Paramount+, has audiences settling into the new home of football.
The Isuzu UTE A-Leagues is already exceeding all expectations and outperforming KPIs this season with fans going back through the turnstiles at games and tuning into two men’s matches every weekend, live and free on 10 Bold or to stream anytime on 10 Play.
The skills and athleticism of the players plus the excitement and passion of the crowds, come through on screen and Isuzu UTE A-Leagues matches are #1 in their timeslot across the commercial multi-channels in under 50s, 25 to 54s and 16 to 39s.
Plus, super fans are subscribing to Paramount+, Australia’s fastest growing streaming service, to watch every thrilling match, mini, highlight and replay on Paramount+.
After a fantastic first few rounds, TV audiences are well above KPIs, and we have seen strong growth in our digital audiences with a lift of 60% for total Isuzu UTE A-Leagues viewing on 10 Play and double digit growth on stream starts for Paramount+.
Women Ready To Kick Off
On Saturday 19 November, the Women’s A-Leagues will kick off with every match available live and free on 10 Play as well as Paramount+.
In an industry first, we’re proud to provide free access on 10 Play to all women’s A-Leagues matches in Australia that will create exciting new pathways for women to see the sport and be inspired to play the world game on home soil.
10 Play is the perfect home for the sport as it will maximise the exposure of the league to the platform’s core audience which is 66% female in 18 to 39s.
It’s an exciting time to support the growth of the round ball game in our country as it has more young players than any other football code in Australia.
But we know we’re just getting started.
Premium Advertising Integration
As the home of football, super fans become members to 10 Bold and 10 Play as well as subscribers to Paramount+ , so they can watch any match, any time.
Paramount+ has pioneered advertising opportunities on a subscription service giving advertisers access to a young, leaned-in, premium audience, who aren’t found on free-to-air channels.
With seamless match integrations for sponsors and half-time ad breaks, these valuable advertising opportunities have exceeded all expectations. Each advertising partner on Paramount+ has overachieved on their KPIs in the first season, showcasing the power of platform and demonstrating we are the fastest growing streaming service in Australia.
Winter Festival of Football
Europe’s biggest clubs leveraged the power of Australian football for some big pre-season warm up matches against the best of the A-League in our Winter Festival of Football.
It was a football frenzy as some of the best European football clubs played in front of local and vocal fans, including Manchester United, Aston Villa, Crystal Palace, Liverpool FC and Leeds United to name just a few.
Manchester United twice drew crowds of more than 74,000 to the Melbourne Cricket Ground. And on our screens, we saw strong audience numbers tuning in to watch 18 thrilling matches over two weeks on 10, 10 Bold, 10 Play and Paramount+ that reached:
- 3.05 million people nationally.
- 1.31 million under 50s nationally.
Socceroos Kickin’ It
We’ve been with the Subway Socceroos every step of the way on their road to Qatar with nail-biting matches against Peru, Saudi Arabia, China and Japan. Across all matches in the AFC Asian Qualifiers, we’ve seen audiences grow as they’ve cheered on the green and gold.
- Prime time Socceroos matches are regularly #1 in their timeslot on 10 and 10 Bold.
- Socceroos vs. Saudi Arabia drew a total audience of 626,000 viewers nationally.
- Socceroos vs Peru had a 70.2% commercial share in under 50s and reached 568,000 viewers nationally.
The Mighty Matildas
The CommBank Matildas have been winning matches and hearts overseas and at home. From international friendlies to the AFC Women’s Asian Cup, the Matildas continue their world-class performances with sizzling matches against Brazil, Sweden, Denmark, Canada and Spain with fans loving to watch our elite women in action.
- Prime time CommBank Matildas matches are regularly #1 in their timeslot on 10 and 10 Bold.
- CommBank Matildas vs. Brazil drew an audience of 465,000 viewers nationally.
The action continued on Saturday 12 November on 10, 10 Play and Paramount+, when the CommBank Matildas delivered a historic 4-0 thumping of world #2 Sweden. Fans enjoyed the not-so-friendly show down that was #1 in its timeslot in 25 to 54s and 16 to 39s and #2 in total people.
And on Tuesday 15 November at 7.00pm AEDT, the CommBank Matildas are set to tussle with Thailand with fans able to tune into all the action live on 10 Bold, 10 Play and Paramount+.
Expert Commentary Team
Hosted by sports presenter and journalist Tara Rushton, sports broadcaster Niav Owens, 10 Sport presenter Scott Mackinnon alongside callers and fan favourites Simon Hill and Andy Harper.
Providing expert commentary and analysis are Melbourne Victory legend, Archie Thompson, ex-Socceroos and Adelaide United Championship winning striker Bruce Djite; three-time Sydney FC Championship winning forward, Alex Brosque; former Matilda’s midfielder and Canberra Untied star, Grace Gill and former Central Coast Mariners Golden Boot winner, Daniel McBreen.
Live It, Breathe It And Kick It
We don’t just watch football, we play it. And there’s nothing better than to play for a good cause.
To celebrate Indigenous Football Week, Paramount+ entered a firecracker team into the John Moriarty Charity Football event at the Allianz Stadium in Sydney and made it all the way to the grand final!
Led by captain Robbie Thomson, Team Paramount+ was made up of Niav Owens, Tara Rushton, Daniel McBreen, Alex Brosque, Grace Gill, Phil Moss, Tristan McManus, Annabelle Quigley, Daniel McBriarty and Simon Hill.
We were proud to join the event that raised more than $55,000 for the John Moriarty Foundation, Australia’s longest running and most successful Indigenous football initiative raising funds for the JMF transformational skills program which uses football for talent and positive change.
Whether you’re a die-hard fanatic or new to the sport, we can help you understand and achieve strong advertising goals available by targeting football fans. Contact us today.
Source OzTAM, Regional TAM, OzTAM National VPM, Reach is July 2021 to June 2022, 1 Minute Consecutive Reach, Telsyte Australian Subscription Entertainment Report 2022, National total audience includes 10 Play live stream.
