Magazine article Marketing to Women: Addressing Women and Women's Sensibilities

Football and Baseball Are Top Spectator Sports among Women. (Sports/Fitness)

Magazine article Marketing to Women: Addressing Women and Women's Sensibilities

Football and Baseball Are Top Spectator Sports among Women. (Sports/Fitness)

Article excerpt

Pro football is the top spectator sport among women, according to the ESPN Sports Poll. Two in 10 women age 12 and older (20%) cite NFL football as their favorite spectator sport, followed by Major League Baseball (16%) and NBA basketball (12%). Another 4% prefer hockey (NHL) and 1% cite NASCAR racing as their favorite.

Almost six in 10 women age 12 and older (58%) are NFL fans; more than half (55%) are MLB fans, and 48% are NBA fans. About a quarter (24%) of women age 12 and older own licensed NFL apparel, 13% own MLB apparel, and 9% own NBA apparel.

A separate study by Gallup finds 53% of women age 18 and older to be fans of pro football, while 42% of women are fans of college football. Figure skating ranks higher with women, according to Gallup, with 68% of women 18 and older describing themselves as fans.

In 2000, four in 10 NASCAR fans (40%) were female, a 4% increase from 1999, according to Edgar, Dunn & Co. research conducted for NASCAR. The number of female TV viewers (age 18-49) for the NASCAR Busch Series is 53% higher in 2001 than in 2000. Female fans favor specific NASCAR drivers: Fans of Dale Earnhardt, Jr., and Jeff Gordon are significantly more likely to be female than male, according to a separate study by Harris Interactive.

Despite the popular portrayal of the Academy Awards as being the "women's equivalent" of the Superbowl, Nielsen Media research indicates that more women watched the 2001 Super Bowl than watched the 2001 Academy Awards (33 million watched the Super Bowl, versus 25 million who watched the Academy Awards). …

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