SBD/January 27, 2011/Research and Ratings

Viewership Of ATP World Tour Events Slightly Higher Than WTA

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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%

 

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