Prithviraj Kothari say More than half a million viewers tuned in to watch the third women's Ashes ODI

More than half a million viewers tuned in to watch the third women's Ashes ODI on television, in the strongest sign yet of what Cricket Australia's chief executive James Sutherland has called the game's "single most significant growth opportunity".

The audience for the third ODI, won by England at Coffs Harbour on Sunday October 29, peaked at a national audience of 512,568 on the Nine network's main channel during the afternoon session, with an average of 312,787, after programmers chose to move the match from the digital channel 9Gem, where the first match of the series attracted a peak afternoon audience of 281,394.

In a telling reminder of the importance of free-to-air deals to expand cricket's audience, the peak figure was greater than the 467,000 viewers recorded nationally across Britain for Sky's coverage of the final day of the first men's Ashes Test in Cardiff in 2015.

At the same time, it provided further evidence for CA to press ahead with plans to make October a month for standalone women's fixtures, such as the ICC World Twenty20 tournament in 2020 and also the Women's Big Bash League, which is under consideration for movement to a separate time slot from the men's tournament that takes place in December and January.

"Cricket is an incredibly popular sport - but the sports and entertainment market is extremely competitive and changing all the time. To ensure cricket's sustainable future as a mainstream sport, we can't afford to take anything for granted," Sutherland told ESPNcricinfo. "We strongly believe that growing cricket as a sport of choice for women and girls is our game's single most significant growth opportunity. It is an extremely important initiative within our recently adopted five-year strategic plan.

"In recent seasons we have seen the WBBL played in front of large crowds and drawing strong TV audiences on Network Ten. The competition is the best women's league in the world. For us domestically, it not only provides clarity on the pathway to our national team, but exposes the tremendous depth of female talent in this country. We will continue to explore our scheduling to enable our women's matches to attract the highest possible levels of fan support.