Gender and Television Viewership of Professional Football

Scott Tainsky and Jie Xu

This study examines the factors impacting sport demand separately by gender. Most determinants exerted statistically significant influence on both male and female viewers, notably income, population, team tenure, home telecasts, prime time, team quality, and games back in the division. Among the significant factors, differences between males and females only existed with respect to population, absolute team quality, and relative team quality, with female viewers more responsive to these factors than male viewers. No evidence of differences between male and female viewers was found for anticipated game uncertainty. Counter to the uncertainty of outcome hypothesis, viewership was associated with larger gaps in the winning percentages of the competing teams, demonstrating a preference for local team supremacy, a factor that was greater among female fans.