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SBD/January 27, 2011/Research and Ratings
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Viewership Of ATP World Tour Events Slightly Higher Than WTA
Television viewers in the U.S. are watching slightly more ATP World Tour tennis than WTA matches, according to a demographic analysis done by Scarborough Sports Marketing. During a study conducted Feb. '09-March '10, 11.0% of respondents said that they had watched an ATP World Tour tennis event on TV over the past year, while 10.2% of respondents said they had watched a WTA match. Among select demographics -- such as males, those in Gen X (ages 30-44), those with higher education, Caucasians, Asians and those with higher household income -- ATP viewership trended higher than the WTA. Among African-Americans and those in lower income brackets, viewership of WTA events was higher than that of the ATP. Almost 18% of African-Americans surveyed said they watched a WTA event on broadcast or cable TV during the past year, while only 13.2% said they watched an ATP event. Listed below are select demographics for viewership of WTA and ATP World Tour events (Scarborough Sports Marketing).
DID YOU WATCH AN ATP WORLD TOUR OR WTA EVENT ON BROADCAST OR CABLE TV DURING THE PAST YEAR?DEMOGRAPHICWTAATP WORLD TOURGENDERMen 10.9%13.7%Women 9.5%8.5%AGE18-29 9.1%9.6%30-44 9.8%11.0%45-64 10.9%12.1%LEVEL OF EDUCATIONHigh school graduate (or GED) 8.2%8.4%College graduate (Four-year college) 12.7%15.0%Post-graduate degree 15.3%18.7%RACE/ETHNICITYCaucasian 8.9%10.5%Black/African-American 17.9%13.2%Asian 14.3%18.2%Spanish/Hispanic 7.6%7.9%Other 10.7%11.8%HOUSEHOLD INCOMELess than $25,000 8.7%7.9%$25,000-$39,999 8.8%8.1%$40,000-$49,999 9.3%9.4%$50,000-$74,999 9.8%10.7%$75,000-$99,999 10.9%12.4%$100,000-$149,999 12.3%15.4%$150,000 or more 13.6%17.9%
