In our experience of placing tens of millions of dollars in media every year, we sometimes find myth and/or personal preferences have influenced past decision-making.
I remember a local car dealership owner emphatically telling me that “no one listens to country music around here.” I believe “around here” meant in his car, office and home. At the time, the country music station was the No. 1 radio station in the market by a landslide.
But the biggest myth is that women don’t watch sports. The fact is that women are a growing audience for sports and sports products. The NFL estimated that roughly 45% of football fans were female. Women typically constitute nearly 50% of Super Bowl audiences. It’s the reason the NFL now has women’s sizes and cuts for all its jerseys.
According to Shareable, one-third of all sports engagement on social media is women. And a majority of Olympics engagement comes from women. Here are the top sports that women are engaging with on social media:
Even for ESPN, women are starting to become more and more an audience segment to watch and to target. And it’s this growing target audience that will become more and more valuable to advertisers and sports franchises.
How often do you watch television shows or video content from ESPN?