1999 Cricket World Cup is a Hit with Women

The 1999 Cricket World Cup attracted a new generation of cricket followers - with significant interest from the female audience, according to research commissioned by the England and Wales Cricket Board (ECB).

The SRi survey of 533 adults nationwide revealed a 57 per cent increase in the number of women who watch cricket on TV following this summer's Tournament compared to the pre-event benchmark survey last October.

According to the SRi survey:

* 96 per cent of the UK population were aware that the World Cup had taken place.

* More than a third of women (36 per cent) now watch cricket on TV - a 57 per cent increase on the pre-Tournament figure of 23 per cent. 72 per cent of men indicated that they watch cricket on TV - an 11 per cent increase on the pre-Tournament figure.

* Overall, the number of TV viewers interested in cricket rose by ten per cent from 44 per cent to 54 per cent.

* More than half the population watched at least 30 minutes of World Cup action on television - with one in ten watching 16 or more matches.

* Awareness levels for Vodafone were high, reaching a massive 73 per cent share of mentions within the mobile telecommunications industry.

* Total awareness levels amongst the UK population post event i.e. the net of spontaneous, category prompted and prompted awareness for the Global Partners ranged from 13 per cent to 33 per cent with Emirates - the least known cricket sponsor - achieving a ten fold increase in awareness pre to post Tournament.

* NatWest achieved significant awareness levels with 56 per cent of bank/building society mentions compared to their nearest rival at 14 per cent.

* Cricket's image also benefited from the World Cup event with 16 per cent of the public saying their opinion of the sport had improved following the Tournament, attributing the game as exciting, prestigious and festive.

Commenting on the survey's findings, the World Cup Tournament Director, Terry Blake said: "It's hugely satisfying to know that the World Cup has left a lasting legacy in the shape of a new generation of cricket followers.

With their enthusiasm and backing, cricket can look forward to sustaining its position as our number one national summer sport."

On a worldwide basis more than 2.3 billion people watched TV coverage of the Tournament which was staged in England for the first time since 1983 and won by Australia. Over 100 nations tuned into the event including countries as diverse as Italy, Papua New Guinea, The Pacific Islands and the Netherlands. In the UK, the Tournament attracted a total cumulative audience of 116 million viewers with the Final attracting the largest cumulative audience of 7.4 million across Sky Sports and BBC1/BBC2's broadcasts.

For further information contact:

ECB Corporate Affairs Department - 0171 432 1200