If the gloom that surrounded England’s World Cup final defeat by New Zealand was inescapable, solace can be found in the silver linings that followed. A first women’s final to be broadcast on free-to-air TV attracted a peak audience of 2.6 million viewers, who were treated to a spectacle so high on drama and skill, not even Madison Avenue’s finest could have dreamt up a better advert for the game.

Eleven tries, two yellow cards and a lead that repeatedly changed hands were the headlines in a final that meant England were deposed as world champions, New Zealand returning to the throne. It was bitterly disappointing for England, who were rampant in the first half, leading 17-5 at one stage and by seven at half-time but who were unable to deal with the Black Ferns’ second-half blitz.

There was however, defiance in defeat. If this was women’s rugby’s day in the sun, it must not become another false dawn – soon to fade into the shadows until the next World Cup. Saturday’s prime-time slot must not go down as England’s 15 minutes of fame. It is a familiar refrain but Emily Scarratt, England’s heroic full-back who contributed just as much as anyone to their first-half ascendancy, went further and led calls for free-to-air broadcasters to demonstrate their long-term commitment.

“The World Cup final was live on free-to-air TV and it would be awesome for that to start to happen with all our games, not just the biggest one there is,” she said. “I know that is a leap and we have to take the small steps in between but it is growing. This was the biggest springboard we could possibly have had and we have to make sure we push on from it and that it keeps getting driven and doesn’t drop off until the next World Cup when it spikes again. That’s the challenge.

“It’s not something we’re totally in control of – that’s the people behind the desks doing the posh jobs.”

The climax to a World Cup often feels like the end of the road but for this England side it is doubly so. Much has been made of the RFU’s decision to end a number of XVs contracts and instead shift the focus to sevens with the Commonwealth Games, Rugby Sevens World Cup and the Tokyo Olympics all on the horizon. It leaves a number of players with uncertain futures and Saturday night’s defeat all the more difficult to stomach – in the World Cup bubble, headaches like that can be put to one side.

“Everyone knew where they stood. Some people still don’t know what they are doing yet,” said Scarratt. “People need some time to go away on holiday and reflect on what has been an immensely intense competition and look at what they want next season to look like for them. We had our blinkers on and things didn’t distract us.”

On the night, England can have few excuses with what is now a fourth World Cup final defeat by New Zealand. They may have been the only professional side in the tournament but as the New Zealand captain, Fiao’o Faamausili, said, “we breathe rugby back home”.

It was the Black Ferns who struck first down the right through their full-back Selica Winiata but England roared back, first with a penalty try, then with Lydia Thompson’s score in the corner.

New Zealand’s loosehead prop Toka Natua ended up with a hat-trick, the first of which was pivotal considering it came just before the break. Her second brought New Zealand level and the Black Ferns were ahead when Charmaine Smith drove into the right-hand post. England edged back in front with a remarkable wing’s finish from Thompson but Natua soon had her third before Kendra Cocksedge and Winiata put the result beyond doubt.

“From a coaching point of view there were things you’d rather not be happening,” said the England head coach, Simon Middleton. “But the buzz in the stadium, that is absolutely critical for the women’s game. In the World Cup final you need a game of that quality to really engage the crowd and people watching on TV.”

Izzy Noel-Smith added some respectability late on to the 41-32 scoreline but, truth be told, England could not live with New Zealand after the break. They refused to entertain the idea that their semi-final against France – a more energy-sapping contest that New Zealand’s against the USA – was to blame but Scarratt did say that four days off in between, as part of a schedule in which all sides played five matches in 18 days, was far from ideal.

“I think it will be tough, obviously more time would be amazing,” she said. “But it’s tough in terms of how our game is run at the moment, we get on with it. We’re well used to it but I think everybody would like a bit more time.”