Insight for Pro-Sports Advertisers: More women are watching than ever

by | Jun 25, 2012 | Advertising, Children, Families, Marketing, Moms, Technology | 1 comment

English: Basketball player LeBron James during...

English: Basketball player LeBron James during the game Washington Wizards versus Miami Heat (Photo credit: Wikipedia)


We have really enjoyed all the major league sports playoffs this June.  The  Stanley cup became rowdy and exciting with the Rangers having a brief run in the playoffs.  Then, the NBA Playoffs really “heated up” and was fascinating to watch (pun intended). We loved how the Celtics took it to a lucky game 7 but then lost to the Heat.   LeBron James finally delivered the championship in five games this past week.  Now, we are into baseball season and can’t wait to see the Atlanta Braves live on this Friday Night.

We are finding more and more women are watching pro-sports and even attending major sporting events. So given this dynamic, why aren’t advertisers jumping on the bandwagon and creating advertising that appeals to both sexes. Women are now responsible for 85% of the household purchases. Even more revealing is that 78% of car purchases are made by women (Vicky Brakl, ceo WOMENK!ND).  Since Car Manufacturers still dominate share of ad spending during professional sports games, they should make the most of this new trend to increase volume.  What do you think? Hope to see you at the ball park!

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1 Comment

  1. Don
    Don on June 27, 2012 at 1:21 am

    I suspect that the increased interest in sports among women and attendance at sporting events by women reflect the broader empowerment of women that has occurred over the past 40-50 years. Almost certainly, Title IX played a role in permitting more women to partake in sports. The increased interest in sports is a logical consequence of that expanded opportunity.

    The empowerment of women has enriched society, which has gained the benefits from a fuller realization of its human talent. It has also greatly expanded marketing opportunities for firms offering a large range of products and services. Any firm interested in building and sustaining a competitive position would find it in its interest to leverage the changes that have taken place.