Nielsen Sports SA has released its latest detailed audience data for the 2024 Carling Currie Cup Rugby tournament, revealing impressive growth across viewership metrics despite fewer broadcast hours and a reduced number of inserts.
The total unique audience exposed to the tournament on DStv’s SuperSport platform has increased by 8%, with live matches experiencing a significant 23% year-on-year growth in average unique audience per game. The report highlights a telling trend: while the number of broadcasts and total broadcast duration decreased, audience engagement continues to rise.
“Fans are connecting with the Currie Cup like never before, demonstrating the enduring appeal of the tournament,” says Nwabisa Sauls, Senior Commercial Manager at Nielsen Sports SA. “Our insights show that South African sports fans are increasingly engaged with both live and secondary content, proving that efficient, well-timed broadcasts can drive exceptional results.”
Notable audience insights highlight a 37% rise in average live audience numbers, signalling a growing appetite for real-time sports. Additionally, a 32% increase in secondary consumption indicates fans seek out repeats and highlight reels well beyond live broadcasts.
Nielsen data also shows a 28% growth in total unique live audience, with secondary broadcasts attracting new viewers and expanding the tournament's reach. Total consumption rose by 30%, driven by a 24% jump in live broadcasts and a 69% surge in secondary consumption.
As the tournament progressed toward the Final in September, consumption continued on its upward trajectory, solidifying the Currie Cup’s position as a premier event on the South African sporting calendar and providing multiple opportunities for advertisers, brands and rightsholders to connect with a highly engaged audience.
“As one of South Africa’s oldest rugby tournaments, this year’s Currie Cup proves that the tradition is still going strong, spurred on by efficient programming and strategic secondary broadcasts. Advertisers that take note of the positive trajectory in this tournament – and indeed in rugby in general, are also likely to see rewards,” concludes Sauls.