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Will the real fans please remain seated? Gender and television ratings for pre-game and game broadcasts

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  • Scott Tainsky
  • Shannon Kerwin
  • Jie Xu
  • Yilun Zhou

Abstract

•This study examines how television audience composition varies by gender for pre-game and game broadcasts.•Our findings support the previously held notion of how female pre-game viewership may be used to establish veritable fan status.•Determinants of intra-match viewership are then analyzed via a series of regression models, with more of the variance explained as games progress.•We compare the resulting coefficient estimates of demand determinants for each gender and discuss both the similarities and differences found between female and male fans.Previous analysis of fan motivation suggests a number of differences exist in the sport spectatorship of female and male fans, however discrepancies are present in the collective findings. We extend the literature by drawing on sport economic demand research, testing how specific game characteristics influence consumption patterns for each gender. Through the examination of NCAA football game broadcasts, our results support the importance of female pre-game viewership to establish fan status. By contrast, among the many variables tested, gendered-differences in the impact on game viewership are evident only with respect to income and local team participation. Moreover, we do not find differences related to anticipated or actual game competitiveness. We conclude that within game viewership patterns are essentially similar for female and male fans and offer thoughts regarding the practical implications of this research.

Suggested Citation

  • Scott Tainsky & Shannon Kerwin & Jie Xu & Yilun Zhou, 2014. "Will the real fans please remain seated? Gender and television ratings for pre-game and game broadcasts," Sport Management Review, Taylor & Francis Journals, vol. 17(2), pages 190-204, April.
    • Handle: RePEc:taf:rsmrxx:v:17:y:2014:i:2:p:190-204
    DOI: 10.1016/j.smr.2013.04.002
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    File URL: http://hdl.handle.net/10.1016/j.smr.2013.04.002
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    Cited by:

    1. Morten Kringstad & Tor-Eirik Olsen & Tor Georg Jakobsen & Rasmus K. Storm & Nikolaj Schelde, 2021. "Match Experience at the Danish Women’s Soccer National A-Team Matches: An Explorative Study," Sustainability, MDPI, vol. 13(5), pages 1-20, March.
    2. Babatunde Buraimo & David Forrest & Ian G. McHale & J.D. Tena, 2020. "Unscripted Drama: Soccer Audience Response To Suspense, Surprise, And Shock," Economic Inquiry, Western Economic Association International, vol. 58(2), pages 881-896, April.
    3. Brown, Katie M. & Salaga, Steven, 2018. "NCAA football television viewership: Product quality and consumer preference relative to market expectations," Sport Management Review, Elsevier, vol. 21(4), pages 377-390.

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