Real Women Watch Football: Gender Differences in the Consumption of the NFL Super Bowl Broadcast

Abstract

The present study explores the role gender plays in the consumption of sport broadcasting, specifically, the National Football League's (NFL) Super Bowl broadcast. Data were collected from self-identified, serious NFL fans and casual or non-NFL fans alike using an online survey. Results indicate that female viewers held more positive attitudes toward the “entertainment” elements of the broadcast (e.g., celebrity singing the national anthem, the MVP Award presentation) than male respondents. Female respondents also held more favorable attitudes toward the entertainment value of the Super Bowl halftime show. Female and male respondents also differed in their motives for watching a NFL game broadcast.

KEYWORDS:

• female sport fans
• football
• gender and televised sport
• sport marketing
• Super Bowl

Notes

∗designates significance at p < .05.

∗designates significance at p < .05.