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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?
    DEMOGRAPHIC
    WTA
    ATP WORLD TOUR
    GENDER
    Men
    10.9%
    13.7%
    Women
    9.5%
    8.5%
    AGE
    18-29
    9.1%
    9.6%
    30-44
    9.8%
    11.0%
    45-64
    10.9%
    12.1%
    LEVEL OF EDUCATION
    High 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/ETHNICITY
    Caucasian
    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 INCOME
    Less 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%

     

    Print | Tags: Research and Ratings, Tennis, ATP, WTA, Scarborough
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