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Journal of Promotion Management Volume 15, 2009 - Issue 1-2: Celebrity Endorsements and Sponsorship Sports, Arts and Event/Tourism Branding and Promotions
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Sports Promotions

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

John S. Clark Robert Morris University, Moon Township, Pennsylvania, USA
,
Artemisia Apostolopoulou Robert Morris University, Moon Township, Pennsylvania, USA
&
James M. Gladden University of Massachusetts, Amherst, Massachusetts, USA
Pages 165-183 | Published online: 29 May 2009
 
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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.

Notes

∗designates significance at p < .05.

∗designates significance at p < .05.

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