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The Tour de France Femmes, which will start on July 23 in Clermont-Ferrand and finish on July 30 in Pau, has never generated so much media interest and popular enthusiasm. A national and international success that brings great hope for women’s cycling, reinforced by a study conducted by Nielsen Sports and commissioned by Zwift, the global connected cycling platform, partner of the TDFFAZ for the second year.
According to the impact study commissioned by Zwift from Nielsen Sports concerning media, audience, and social networks, the Tour de France Femmes avec Zwift proved to be an immense success. Broadcast in 190 countries, this event totaled a live audience of 2.9 million for each of the 8 stages, and a cumulative audience of 23.2 million. On the podium of tifosis (cycling fans): France leads the way, followed by Germany and Spain. The icing on the cake: Cyclingnews, the reference site, notes that the traffic generated by the 2022 edition exceeded that of the men’s Giro with a total of 2.3 million views.
Key figures
- A live audience of 2.9 million at each stage, and a cumulative audience of 23.2 million.
- +8.6% more followers on Facebook and Instagram for the top 35 competitors in the Tour de France Femmes avec Zwift.
- With an audience of 115 million, women’s cycling is the 4th most followed women’s sport.
- 61% of French people surveyed would like to see more women’s cycling.
Towards more women on bikes
With a digital engagement rate of +300% in 2022 compared to 2021 across the 5 biggest competitions on the world circuit, the Tour de France Femmes avec Zwift clearly pulls other events along in its wake and gives enormous visibility to women’s cycling, representing an incredible opportunity to develop the sport. A more than encouraging indicator: the Nielsen Sports study showed that 73% of women cycling fans were tempted to get involved in sports or fitness activities, compared to only 44% of the general population.
A sport in search of equality
For a long time, cycling was dominated by men. The Tour de France Femmes avec Zwift has once again proven that female riders have their place at the top of the professional circuit. While men have more followers, women’s social media following is growing faster: 21.4% versus 8.6%. An additional source of satisfaction for the riders, who see it as a chance to strongly inspire future generations.
Support for the Tour de France
The more the general public responds, the more women’s cycling will grow its ranks. More broadcasts mean more investment, more sponsors, as well as higher salaries and prize money. But this discipline is not limited to the Tour de France, however prestigious this event may be. Thus, the annual Watch The Femmes program encourages all women to take part in the movement by getting involved in the Zwift community, through sharing experiences and events.
They said it
Emma Norsgaard, Movistar Team
“The TDFFaZ has brought incredible stability and visibility to our peloton. Throughout my career, I had never received such attention, so many messages from all over the world after a third-place finish in a stage. Everyone knows this race and we are starting to become familiar faces.”
Ashleigh Moolman Pasio, Team AG Insurance–Soudal–Quick-Step
“Having our own event is a gigantic step forward. I hope that many young girls will start cycling or want to by watching the Tour de France Femmes avec Zwift.”
Georgia Baker from Team Jayco Alula.
“It would be an understatement to say we were thrilled with the response to the first Tour de France Femmes avec Zwift. As long-time promoters of women’s cycling, we knew the race would be exceptional, but it was the millions of fans who changed the game. This is just the beginning. As an industry, fans, sports media, and riders, we must work together to ensure this great moment triggers action and investment at all levels of the sport. We will continue to use our platform to highlight these superstars, while creating space and content for women cyclists around the world to grow their community and pursue their dreams. That’s what Watch the Femmes is all about: paving the way for a bright future for all women’s cycling.”
Kate Veronneau, Director of Women’s Strategy at Zwift
Source: Press Release
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