NPC Broadcast Audience Surges Ahead of Quarterfinals

Provincial rugby in New Zealand is experiencing a notable resurgence as broadcast audiences for the National Provincial Championship (NPC) have risen significantly. According to Sky, over 1.34 million viewers have tuned in to the regular season on Sky Sport and Sky Open, marking a 9% increase from the 2024 season. This positive trend comes just before the NPC quarterfinals, which are set to commence on Friday.

The most-watched match of the season so far was the Canterbury versus Auckland clash during round two, attracting 363,000 viewers on Sky Sport and Sky Open, in addition to 68,000 viewers on digital platforms Sky Sport Now and Sky Go. For comparison, the top match of the Super Rugby Pacific season, the Blues against Hurricanes game in early March, drew an audience of nearly 504,000 on Sky’s primary channels and an additional 139,000 on its digital services.

Growth in digital viewership for the NPC has also been notable, with Sky Sport Now and Sky Go reporting an increase of 7% year-on-year, resulting in an audience of 477,000. This rise can be partially attributed to the frequent Ranfurly Shield challenges, which have drawn in a newer demographic. Three of these challenges have made it into the top five most viewed NPC games on Sky’s digital channels. Notably, the Canterbury versus Otago challenge in round eight attracted 72,000 viewers, marking the highest digital audience of the season.

The increase in viewership signals a recovery for New Zealand Rugby following the disruptions experienced during the COVID-19 pandemic. It reinforces the organization’s belief that investments made in grassroots rugby, along with rule tweaks aimed at enhancing the game, are yielding positive results. The efforts of individual provinces, particularly Southland’s successful ‘Stag Day’ opener against Otago and their Shield defence against Canterbury, have also contributed to drawing large crowds and enhancing the overall rugby experience.

Looking ahead, this NPC season is crucial as it is the last under the current broadcast agreement with Sky. Starting in 2026, TVNZ and its digital channel TVNZ+ will join Sky in a “co-exclusive” arrangement to broadcast all NPC games. There were prior concerns regarding Sky’s ability to cover the broadcast costs for all NPC games, but reports indicate that the network will continue to produce all matches and provide a feed to TVNZ next year.

As the quarterfinals approach, the heightened interest in the NPC promises to bring even more excitement to the field, solidifying rugby’s position as a beloved sport in New Zealand.