My opinion is that the BBC's agenda is (generally speaking) two-fold; firstly to be achingly PC (or whatever the correct term for that is these days) in a concerted attempt to a) build whatever support it can muster from anywhere for the continuation of it's licence fee funding, and b) to deflect attention from its many failings. And secondly, to try and convince the British public that one of the very few sports for which they hold the rights is in some bizarre way of equal importance, interest and relevance to everyone as what until recently was known as football.
They do a similar thing with twats 'cricket' for which they have some rights – plastering it all over their website and channels, whilst trying and make out that the 50 over game hasn't been happening. This 'single-messaging' is infuriating if you expect the national broadcaster to provide balanced coverage of a traditional game, but instead only find what suits their agenda.
To conclude, is ladies football popular? In the same way that ladies golf is, I would say. The fact that the BBC is helping to intentionally blur the realities of football is what irritates far more people than the fact that girls play football.