England’s loss to Wales in the Rugby World Cup "drew more than 10 million viewers on Saturday, making it the most-watched rugby match since the final" of the '07 tournament, according to Mark Sweney of the London GUARDIAN. ITV’s broadcast of the game, "which leaves England on the brink of going out of the tournament at the group stages for the first time, drew an average of 10.4 million viewers." The cliffhanger "leaves England needing to beat Australia on Saturday or face going out of the tournament." For ITV, "the ratings bonanza means bumper advertising revenues and with England in jeopardy the Australia match is guaranteed to attract a huge audience." However, if England was to go out in the pool stages for the first time "it would be a commercial disaster for ITV, which will not attract anywhere near the same audiences for matches between other nations" (GUARDIAN, 9/28). New Zealand is "already winning the social media battle." The All Blacks have been rated "Most Social Rugby Union" by Adobe Digital Index, based on a combination of social mentions, positive sentiment, social following and ranking within world rugby. Australia’s Wallabies came second, while England was third. Adobe Systems Europe Demand Marketing Dir Simon Morris said, "The England fan base receives an honorable mention for demonstrating the most positive vibe; 63 percent joy and admiration" (ADI).
