SBD/19/Sponsorships Advertising Marketing

STUDIES FIND WOMEN UNDER- VALUED AS SPORTS MARKETING TARGETS

     Three studies conducted by American Sports Data Inc. (ASD),
a Westchester, N.Y. firm specializing in sports and leisure, show
that women "are extremely under-rated as a marketing target in
the world of sports."  The studies found that Women represent a
high percentage of sports viewers, participants and potential
consumers.
     RESULTS:  A study of 2,410 Americans on sports viewership
revealed that two out of every five network viewers of pro
football, basketball, and baseball are women.  Women viewership
increased in most sports, even "decidedly male" sports like
boxing.  However, since 1990, women have lost "some interest" in
professional tennis, auto racing, and wrestling.  Research also
shows women have an extremely high awareness of sporting goods
brands, underscoring "their importance as potential product
buyers."  Women are "just as likely as men to recognize ... male
oriented" brands such as Converse, and Wilson.  ASD President
Harvey Lauer said the research shows that "women are the key
sporting goods shoppers for children."  Harvey said the marketing
implications of the study show networks should strive for a more
balanced mix of gender-specific advertising, and manufacturers
need a "sharper technical focus on sporting goods and equipment
made to accommodate the needs of women" (American Sports
Data/Sports Media Index Report).
SPORT TOTAL VIEWERSHIP % FEMALE
Pro Basketball
57,808,000
43.1
Major League Baseball
67,851,000
42.9
Pro Football
91,535,000
41.4
College Football
65,715,000
39.7
Pro Tennis
23,641,000
39.0
College Basketball
49,254,000
38.8
Pro Boxing
25,503,000
38.1
Pro Soccer
6,264,000
36.8
Pro Hockey
19,341,000
34.9
Outdoor Shows
24,682,000
34.4
Pro Golf
33,067,000
31.5
Fishing Shows
18,486,000
31.0
Pro Wrestling
16,563,000
28.1
Auto Racing
25,715,000
27.8
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Related Topics:

Converse, Wilson Sporting Goods

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