4.9 million Australians 14+ almost always watch the AFL Grand Final on TV—and women comprise 41% of this ardent fan base, the latest results from Roy Morgan Single Source show. ‘Almost always’ viewership of the AFL Grand Final is a little more gender balanced than the NRL Grand Final, where men outnumber women almost two to one.
Women make up the majority of ardent viewers of televised figure skating (84%), netball (73%), swimming (63%) and tennis (56%). 25% of women almost always tune in to watch the Melbourne Cup—marginally more than the 24% of men.
Women are far less keen on watching boxing (making up only 17% of ‘almost always’ viewers), Formula 1 (25%) and Test Match Cricket (30%), but are 40% of the iron man audience—for perhaps a variety of reasons.
Only one sport is completely gender balanced with regards to dedicated TV viewing: lawn bowls.
Overall, 72% of men and 60% of women name at least one sport that they almost always watch on TV, whether at home or a public venue like a bar or social club.
Proportion of ‘almost always’ viewers who are women
Source: Roy Morgan Single Source (Australia), Australians 14+ Jul 2012 to June 2013. Base: Australians 14+ n = 50,344
George Pesutto, Industry Director — Media, Roy Morgan Research, says:
“TV sport viewership—especially of Grand Finals and special events like the Melbourne Cup—is often a social activity. Many people watch these events at a friend’s house, at work, or in public places like pubs and the local club.
“Roy Morgan Research measures people who watch sport from any location, to ensure we capture the audience not counted from a set top box. Capturing the sort of people who gather together to watch special sporting events is especially pertinent to advertisers because it changes the audience landscape and messaging opportunities by includingthose who do not ‘normally’ watch sport on TV.”
Roy Morgan Research
Roy Morgan Research is Australia’s best known and longest established market research and public opinion survey company. Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.
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