Group Created with Sketch.
Volume 24 No. 117
  • Created with Sketch.
  • Created with Sketch.
  • Created with Sketch.

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, 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