LaLiga – the top men's professional football division in the Spanish Football League – is a rapidly rising favourite among SuperSport’s South African audience. This is evident in Nielsen Sports SA data. With mid-season audience numbers at an all-time high, South Africa’s growing appetite for top-flight football and a better viewing experience drive the growth.

According to Nielsen Sports SA, La Liga’s average unique audience is up by 186%, from 101,000 in the 2023/2024 season to almost 300,000 in 2024/2025. Total consumption rose by an unprecedented 303%, with total live consumption soaring by 224% and secondary consumption up just under 500%.

Additionally, big fixtures drive bigger audience numbers. For example, Barcelona’s clash against Real Madrid on 26 October 2024, which attracted a live unique audience of 1,35 million, was a standout crowd-pleaser. Another key factor in LaLiga’s growth is attributed to its adoption of next-generation broadcast technology, making the matches more immersive and visually stunning than ever.

With 4K HDR production and over 30 high-definition cameras covering the action on the field, every match is captured with exceptional clarity and depth. Aerial coverage is enhanced by a 21-metre bird’s-eye camera, providing a stadium-wide perspective, while 38 ultra-high-definition cameras enable volumetric 360º replays, ensuring no angle of the action is missed.

LaLiga remains the only domestic league to integrate real-time 3D graphics, offering advanced tactical insights during live broadcasts. The multi-screen experience allows fans to follow several angles simultaneously, supported by Mediacoach’s real-time performance stats.

High-mobility drones add a cinematic layer to stadium, tunnel and rooftop views. These innovations drive stronger audience engagement, attracting dedicated football fans and new viewers captivated by an enhanced spectacle.

As football consumption evolves, data-driven insights are increasingly valuable to help brands understand where, how and when to reach these expanding audience segments.

Duncan Stead, Commercial Manager at Nielsen Sports SA explains, “LaLiga’s growth in viewership is a change in how fans consume football. For brands this isn’t just about visibility – it’s about knowing who these viewers are, how they engage and what influences their decisions. With the right data brands can optimise and connect with audiences in ways that deliver real results.

“With LaLiga’s audience growing fast, brands and advertisers have a rare chance to tap into this growing market – but making the right impact requires data-backed insights.”

Nielsen Sport SA’s analysis shows that LaLiga’s growing, economically active audience on Supersport platforms will likely continue to expand as they maximise returns on sponsorships, advertising and related brand activations.

“With an increasingly positive trajectory on the cards, as the 2024/2025 season continues, brands investing in data-driven decision-making will likely stay ahead of the game, on and off the field,” concludes Stead.