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. ...