Sky Sports, the heavyweight UK pay-TV broadcaster, secured record-breaking coverage figures during cricket’s Women’s Ashes test between England and Australia from June 16 to 20.
On day four (June 25) of the five-day test – which Australia won by 89 runs – Sky secured a peak audience of 480,000 for its coverage. That marks the highest such figure Sky has secured for any Women's Ashes fixture ever.
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On the last day of the series’ sole test, meanwhile, the average viewing figure was 171,000 and there was a peak of 239,000.
Across the Sky Sports social media channels, there were a total of 11.9 million video views over the five days, with Sky's Instagram reels averaging 204,000 each.
These figures follow on from Sky securing similarly impressive numbers for its coverage of the opening men’s Ashes test (the series’ are taking place concurrently) between June 16 and 20.
Sky secured a peak audience of 2.12 million, and an average audience of 1.17 million, on the fifth and last day of that game as the match – the first of five tests between mid-June and the end of July – came to a thrilling end with Australia taking a lead in the series.
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By GlobalDataAcross the five days, the average audience was 877,000, making the clash the most-watched Ashes test on Sky Sports in history.
Sky holds the vast majority of domestic rights to men’s and women’s international cricket in the UK through a deal running through the 2028 season. The last extension with the England and Wales Cricket Board (ECB) was struck In July last year.
It is showing every ball from both men’s and women’s Ashes live.
Jonathan Licht, managing director at Sky Sports, added: “We're thrilled to see further records broken on Sky Sports following such an exciting start to the Ashes.
“This is just the beginning of a monumental summer for cricket, and Sky Sports will continue to deliver unrivaled coverage across linear and digital channels, bringing all the entertainment from the Ashes to existing and new cricket fans."
Tony Singh, the ECB’s chief commercial officer, added: “It was fitting that the five-day test went down to the final day, and it's fantastic that so many people wanted to be a part of the action, whether watching in the stands, on Sky or listening on radio or online.
"We're delighted that a record number of viewers watched the opening game of the Women's Ashes on Sky Sports. For a long time, Sky have been great supporters of women's cricket, and these record figures are another important milestone as the women's game continues to grow and attract even more fans.”
After the only Women’s Test, the series moves onto a Twenty20 leg, with the first of those matches taking place on Saturday (July 1).
In Australia, the Women’s Ashes is being broadcast by commercial network Nine and on its 9Now streaming platform.
Image: Stu Forster/Getty Images
