Record numbers of women have been watching the football tournament on TV. Around 39% of the audience has been female and that is expected to rise by the end of the competition on Sunday.

Advertisers admit they've missed the boat, with items like beer and electrical goods dominating the World Cup adverts, which have featured male humour, men playing footie and women in bikinis.

Maurice Levy, from advertising firm Publicis Groupe, told icBirmingham:

"It's a new phenomenon, which has been undervalued and underestimated. We've certainly missed an opportunity."