Women's football: Women's Bundesliga on TV: What remains of the EM euphoria

women soccer
Women's Bundesliga on TV: What remains of the EM euphoria

A cameraman stands at the edge of the field and films a football game.  Photo: Tom Weller/dpa

A cameraman stands at the edge of the field and films a football game. photo

© Tom Weller/dpa

More than 30 games in the women's Bundesliga will be broadcast live on free TV from Friday. It will soon become clear what remains of the enthusiasm and the high quotas of the European Championship.

At the European Championship, the German footballWomen won a lot of new fans. But will they also be watching when the Bundesliga starts this week? In any case, the range of live games on free-to-air television is significantly larger than for men.

"We will now do everything we can to take the euphoria with us into the new season," said DFB director Holger Blask in view of the record 17.897 million TV viewers at the European Championship final. "The opening game between Eintracht Frankfurt and Bayern Munich is the perfect starting point." The match in the big stadium is free to air at Eurosport to see.

Does the EM euphoria cause rising quotas?

The niche broadcaster broadcasts one game per game day, just like in the previous season. However, the interest was modest. Eurosport reported an average audience of around 100,000 viewers for the 22 games.

The ARD. "We're broadcasting ten to twelve games in the first and third this season," said ARD sports coordinator Axel Balkausky. The first live broadcast is the game Hoffenheim against Wolfsburg on September 24th. Balkausky also announced: "We want to show a summary in the sports show every Saturday."

The ARD broadcast of the FC game showed the potential of the women's Bundesliga Bavaria Munich against TSG 1899 Hoffenheim in October 2021 with an average of 1.52 million TV viewers. Will the EM euphoria also lead to rising quotas in the Bundesliga? "I hope that's the case," said the ARD sports director: "But I can't predict it." He warned against expectations that were too high: "We also know the phenomenon from handball that enthusiasm for major tournaments does not always have an impact on the league."

Wiske: "The men-Leagues outshine everything"

According to the media scientist Jana Wiske, the conditions are currently favorable. "This tailwind from the European Championship and the progressive professionalization increase the attractiveness and thus the attraction of the women's Bundesliga," said the professor at Ansbach University. "More and more offshoots of the men's Bundesliga are getting involved and thus attracting fans from these clubs."

For the scientist, however, "media question marks remain, the men's leagues continue to outshine everything". Wiske said: "It is important to find one's place in the media through growing professional structures and thus increasing attractiveness and not to orientate oneself on the ratings of men."

Telekom has started the new season with optimism, showing every league game live for the first time in the previous season and also broadcasting all 132 games this season via its paid service Magentasport. "The European Championship in England showed the potential of women's football," said Telekom TV boss Arnim Butzen. "It will also give the league an extra boost in popularity."


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