Nielsen Sports SA has released its latest audience data for the 2024 Carling Currie Cup Rugby tournament, showing impressive growth in viewership despite fewer broadcast hours and reduced inserts.

The report reveals that the total unique audience exposed to the tournament on DStv’s SuperSport platform increased by 8%, with live matches experiencing a significant 23% year-on-year growth in average unique audience per game. Even as the number of broadcasts and total broadcast duration decreased, audience engagement continued to rise.

Audience Engagement and Consumption Trends

“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.”

Key audience insights from the Nielsen report include:

• A 37% rise in average live audience numbers, showing a growing interest in real-time sports.
• A 32% increase in secondary consumption, with fans actively seeking out repeats and highlight reels.
• A 28% growth in total unique live audience, as secondary broadcasts attract new viewers and expand the tournament's reach.
• Overall, total consumption rose by 30%, driven by a 24% increase in live broadcasts and an impressive 69% surge in secondary consumption.

The Currie Cup’s Continued Impact

As the tournament progressed toward the Final in September, audience consumption continued its upward trend. The Currie Cup remains a premier event on the South African sporting calendar, providing numerous opportunities for advertisers, brands, and rightsholders to engage with a highly committed audience.

“As one of South Africa’s oldest rugby tournaments, this year’s Currie Cup proves that tradition remains strong, driven by efficient programming and strategic secondary broadcasts,” Sauls notes. “Advertisers who recognise this positive trajectory in rugby are likely to see significant rewards.”

For more insights into audience trends and media strategies in South Africa, contact Nwabisa Sauls, Senior Commercial Manager, at nwabisa@nielsensports.co.za.

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Audience Numbers for the 2024 Carling Currie Cup Are In!Nielsen Sports SA reports live viewership up by 23% and a 69% surge in secondary content consumption. Rugby tradition is alive and thriving!

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