- The total cumulative audience increased by 23.5% from the 2022 edition to 541.5 million over nearly 2,600 hours of live match broadcast coverage,
- Total media coverage across multiple print and digital platforms achieved a cumulative reach of 19.6bn including 12+bn video views on TikTok alone.
- The total broadcast audience for the two final leg matches was 137.2 million with the 2nd leg final match between Vietnam and Thailand on January 5th delivering the largest live viewership for the tournament with 78.4 million.
- Vietnam, the ASEAN Mitsubishi Electric Cup™ 2024 champions and Thailand, runners-up are the tournament’s top two viewership markets with total cumulative audiences of 354.9 million and 96.7 million respectively
Singapore, 4 April 2024: A record 541.5 million average viewers predominantly across the ten ASEAN markets tuned in to television and digital streaming channels to watch the ASEAN Mitsubishi Electric Cup™️ 2024, while over 131,000 videos about the event posted on social media generated cumulative views of 12.66 billion contributing towards the 19.6 billion cumulative reach through media coverage on online and printed press, and social media. The audience report was provided by YouGov Sports.
The biennial Mitsubishi Electric Cup™️ 2024, Southeast Asia’s premier football event has consistently rated as the most watched and followed sports event in the region with each successive edition. Live TV and digital streaming audiences increased by 23.5% from the 2022 edition with Vietnam once again emerging as the top viewership market with a cumulative audience of 354.9 million, a 370% increase, followed by Thailand with 96.7 million, a 27% increase. Indonesia ranked third with just over 40 million cumulative viewers, while the Philippines placed fourth with 23.4 million and Malaysia fifth with 12 million.
According to CSM Media Research Co. Ltd.-Kantar Sports Asia, Mitsubishi Electric Cup™ 2024 matches claimed seven of the top ten highest rated sports programming in Vietnam in 2024 (the final matches were played in January and therefore, not included in the 2024 rankings).
Outside ASEAN, a cumulative audience of 5.7 million worldwide watched the matches on the event’s official channel, @aseanutdfc on Facebook and YouTube. (ASEAN United FC is the integrated marketing platform for Southeast Asia’s four premier competitions which includes the Mitsubishi Electric Cup™ 2024).
Digital engagement saw a sharp rise with the total number of impressions generated for Mitsubishi Electric Cup™ 2024 content on social media up 40% to 6 billion. Event-related videos on TikTok alone hit over 12 billion views, a 41% increase from the previous event.
Major General Khiev Sameth, President, AFF, said: “On behalf of the AFF and our Member Associations, I extend our deepest thanks to the millions of ASEAN fans who made the Mitsubishi Electric Cup™ 2024 the region’s top event once again!
“This tournament was more than football – it was a celebration of unity, passion and Southeast Asia’s unwavering spirit. Congratulations to all our national teams for showcasing the pride and quality of ASEAN football. Together, we will continue to create historic moments and build a stronger future for the game we all love."
Seamus O’Brien, President and Chairman of the Board, APAC, SPORTFIVE said: “The ASEAN Championship, Mitsubishi Electric Cup™, the pride and aspiration of every ASEAN national team and football fan, has reaffirmed and strengthened its position even further as the region’s biggest sporting event. Southeast Asians’ unrivalled loyalty and passion towards their national teams are clearly demonstrated in the record-breaking billions of broadcast audiences, digital reach and social media engagement combined, for the 2024 event. With ASEAN teams’ increasing success on the international stage together with the enormous growth of live viewership on digital platforms, the Mitsubishi Electric Cup™ and other ASEAN-focussed national and club competitions will undoubtedly continue their upward trajectory to remain collectively, the most watched and followed events in the region.”
The 15th edition of the ASEAN Championship, named Mitsubishi Electric Cup™ was held from 8 December 2024 to 5 January 2025. The competition featured ten ASEAN national teams including Cambodia, Indonesia, Laos, Malaysia, Myanmar, the Philippines, Singapore, Thailand, Vietnam and Timor-Leste which triumphed in play-offs against Brunei Darussalam to claim a spot.
Official Broadcast Partners include Bayon TV in Cambodia, MNC in Indonesia, Astro in Malaysia, Skynet in Myanmar, Matchday Media in the Philippines, Mediacorp in Singapore, AIS Play, BG Sports, Nokplus, Thairath and TrueSport in Thailand, and VTV and FPT in Vietnam.
SPORTFIVE, the AFF’s exclusive commercial partner secured the sponsorship and broadcast partnerships for the event.
Visit ASEAN United FC at https://aseanutdfc.com/ and @aseanutdfc on Instagram, Facebook, TikTok, YouTube and X for news, features and videos about ASEAN’s leading football events.
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