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

Scott Tainsky, Shannon Kerwin, Jie Xu, Yilun Zhou

Research output: Contribution to journalArticlepeer-review


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.

Original languageEnglish (US)
Pages (from-to)190-204
Number of pages15
JournalSport Management Review
Issue number2
StatePublished - May 2014


  • Demand
  • Football
  • Gender
  • Odds ratios
  • Regression
  • Spectatorship

ASJC Scopus subject areas

  • Business and International Management
  • Tourism, Leisure and Hospitality Management
  • Strategy and Management
  • Organizational Behavior and Human Resource Management
  • Management Science and Operations Research
  • Marketing


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