Women Favor Olympics

Marketing Charts: Women Favor Olympics

Unlike the male-favored Super Bowl, the TV audience for the Winter Olympics is predominantly female, according to The Nielsen Company.

Through February 21, 2010, an estimated 56% of Olympic viewers are female, while 44% are male. Super Bowl viewership earlier this month was almost the exact opposite, with its audience composed of 54% males and 46% females.

Older, White Viewers Watch Olympics

• Olympics ratings are clearly highest among older viewers. Ratings among teenagers are 57% lower than the national average for this year’s primetime Olympics broadcasts. Ratings among the 18-49 group are 20% lower than the national average, while ratings among those 55 and older are 82% higher.

• Olympics viewing among ethnic minorities is considerably lower than it is for the population as a whole. Ratings among Hispanic and African-American viewers are each 74% below the national average. Asian ratings are 15% below the national average.

• The Olympics are more widely viewed in the West Central region of the United States than any other part of the country. Ratings in this area are 24% higher than the national average. Viewership is lowest in the Southwest, where ratings are 28% lower than the national average.

• Households that view in High Definition are more likely to watch the Olympics. About 55% of Olympic viewers are in HD-capable/receivable homes. Viewing in these homes is 14% higher. DVR households have similar viewership tendencies. About 41% of Olympic viewers are in DVR homes and have ratings 12% higher than the national average. …