England’s top women’s football division is set to conduct a formal evaluation of its television scheduling this summer, prompted by underwhelming viewership numbers for certain time slots this season.
The review, which will involve the league’s primary broadcast partners, comes after recent fixtures drew notably low live audiences. A marquee Saturday lunchtime clash last weekend averaged 59,000 viewers, a figure that followed another high-profile noon game last month which attracted only 71,000. These numbers have sparked frustration among supporters and intensified scrutiny over fixture placement.
Scheduling constraints have frequently forced the league into these early weekend slots, particularly when clubs have European commitments shortly afterward, requiring a mandated two-day break for players. The consistent use of lunchtime kick-offs, however, has reignited an ongoing debate. A similar review last summer led to the removal of the Sunday evening fixture—despite it being the previous season’s highest-performing broadcast window—after feedback indicated it discouraged stadium attendance.
For the current campaign, the league shifted its primary televised slot to Sunday at noon under a new broadcasting agreement. This strategy, alongside the practice of scheduling multiple matches simultaneously, has received criticism and is believed to be impacting audience numbers.
Broadcast logistics significantly limit available alternatives. The league must navigate around existing football programming, with many desirable afternoon slots occupied by men’s competitions. While Friday evenings present a potential opportunity, their availability is inconsistent. The early weekend kick-offs also frequently conflict with grassroots and youth football, further denting potential viewership.
The Saturday lunchtime window presents a specific challenge, as it often directly competes with live broadcasts of Premier League matches. Industry sources note a percentage increase in average audience for this slot compared to last season, though they acknowledge the comparison is based on a very small sample size.
The forthcoming summer analysis will aim to balance the commercial requirements of broadcasters with the accessibility for both television audiences and match-going fans.