In Women’s World Cup viewership, new generation is older one

United States' Carli Lloyd (10) celebrates with teammates Ali Krieger (11) and Morgan Brian after scoring on a penalty kick against Germany during the second half of a semifinal in the Women's World Cup soccer tournament, Tuesday, June 30, 2015, in Montreal, Canada. (Ryan Remiorz/The Canadian Press via AP) United States' Carli Lloyd (10) celebrates with teammates Ali Krieger (11) and Morgan Brian after scoring on a penalty kick against Germany during the second half of a semifinal in the Women's World Cup soccer tournament, Tuesday, June 30, 2015, in Montreal, Canada. (Ryan Remiorz/The Canadian Press via AP)

By Associated Press July 3, 2015 5 min read

A generation of American women who grew up playing sports because of Title IX now makes up the television audience that advertisers covet.

Today’s adults were young, impressionable fans when Brandi Chastain ripped off her jersey to celebrate the winning penalty kick at the 1999 Women’s World Cup, and even earlier when the buzz of soccer landed in the United States for the 1994 men’s tournament.

Now those grown-ups are tuning in to this Women’s World Cup – with their kids alongside.

Viewership is up big for this summer’s tournament, with a major assist coming simply from geography. With the event in Canada, the most important games air in prime time in the U.S. on Fox’s networks during the first North American Women’s World Cup since 2003.

But patterns within the viewership numbers reflect deeper trends for interest in soccer in general and the women’s sport in particular.