Three studies conducted by American Sports Data Inc. (ASD),a Westchester, N.Y. firm specializing in sports and leisure, showthat women "are extremely under-rated as a marketing target inthe world of sports." The studies found that Women represent ahigh percentage of sports viewers, participants and potentialconsumers. RESULTS: A study of 2,410 Americans on sports viewershiprevealed that two out of every five network viewers of profootball, basketball, and baseball are women. Women viewershipincreased in most sports, even "decidedly male" sports likeboxing. However, since 1990, women have lost "some interest" inprofessional tennis, auto racing, and wrestling. Research alsoshows women have an extremely high awareness of sporting goodsbrands, underscoring "their importance as potential productbuyers." Women are "just as likely as men to recognize ... maleoriented" brands such as Converse, and Wilson. ASD PresidentHarvey Lauer said the research shows that "women are the keysporting goods shoppers for children." Harvey said the marketingimplications of the study show networks should strive for a morebalanced mix of gender-specific advertising, and manufacturersneed a "sharper technical focus on sporting goods and equipmentmade to accommodate the needs of women" (American SportsData/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 |
