WSL to Review Broadcast Slots Amid Disappointing Early-Season Viewing Figures
The Women's Super League (WSL) will review its broadcast slot scheduling at the end of the season, in cooperation with Sky and the BBC, following disappointing early-season viewing figures.
Average live Sky audiences have been lower than desired, with the Arsenal 2-1 Liverpool game at noon drawing 59,000 viewers, while 71,000 watched Arsenal v Chelsea in the same slot last month.
The scheduling was influenced by Women’s Champions League ties next Tuesday, which require two clear days between matches, resulting in a Saturday noon fixture.
WSL conducts an annual summer review as a standard practice and had already dropped the 6.45pm Sunday slot this season after consulting with clubs.
Sky’s best-performing slot last season was Sunday evening with an average of 144,000 viewers; however, under the current four-year Sky contract, flagship WSL games were moved to noon on Sundays. This new slot arrangement remains under review amid concerns.
The practice of scheduling up to four of six weekly rounds simultaneously has proved unpopular and may have adversely affected viewing figures.
Short-term constraints on scheduling include limited available slots and Sky’s preference to avoid clashes with other programming. There is consideration for Friday evening matches during weeks without live EFL games, such as Everton v Brighton scheduled for 23 January.
Sky holds the rights to 118 live WSL matches this season, with lunchtime kick-offs being the default; 49 of the first 66 matches started at midday or earlier.
The Saturday lunchtime slot often clashes with TNT Sports’ live Premier League games. For example, Arsenal’s last weekend fixture coincided with the men’s Aston Villa game, starting 30 minutes later. Despite these challenges, average Saturday lunchtime viewing figures have risen by 11% this season, though comparisons remain imperfect.
