What do women feel about the World Cup 2010

Just under a third of UK women are not looking forward to the World Cup because they find it boring, according to the latest poll conducted by IPC Insight through the Origin Panel.

A further 31% say they are not really bothered by it, which suggests that the majority of women will become World Cup Widows this summer. A massive 71% say they will not be watching any of the matches.

So how are advertisers targeting women?
Some advertisers are specifically targeting this group of women, such as Virgin Media who have teamed up with model Abbey Clancy to offer on-demand digital TV content covering a selection of her favourite shows.

Another example is The Light Spa in Leeds who is offering World Cup Widow relaxation packages to “escape the month-long boredom and spoil yourself rotten.” Indeed, 6% of women say they are looking forward to the World Cup to get time for themselves while their kids and partners are distracted!

Despite this, 22% of women are looking forward to the World Cup and 6% can’t wait to get in the party spirit! 29% say they will be watching matches so there is also opportunity target a sizeable number of women who are passionate about football too.

IPC's Origin Panel is an interactive online community of 7,500 women. We maintain an ongoing dialogue with this nationally representative sample of women through polls, discussion forums and surveys, providing insight into their attitudes to everything from finance to food, motors to mothering.