Tim Nasional Sepak Bola Wanita AS dikenal sebagai pemenang di lapangan, dan kini mereka telah menang dalam perjuangan mereka untuk mendapatkan bayaran yang adil setelah melalui pertarungan panjang di pengadilan dengan Federasi Sepak Bola AS. Namun, upaya mewujudkan kesetaraan gender dalam olahraga mencakup lebih dari sekadar kompensasi-dan para penggemar memimpin dalam penginjilan.
Kesetaraan gender dalam olahraga masih harus menempuh jalan panjang, namun penelitian dari Nielsen Sports menyoroti sejauh mana para penggemar menginginkan perubahan lebih cepat daripada nanti. Para penggemar tidak hanya mengharapkan liga, tim, dan atlet untuk mengambil sikap terhadap isu-isu sosial yang mereka pedulikan, 61% penggemar di AS secara khusus menyebut kesetaraan gender sebagai hal yang paling mereka sukai. Hal ini berlaku untuk bayaran yang adil bagi para atlet lintas gender hingga waktu tayang yang sama di TV untuk acara-acara mereka.
In addition to outcries from fans, leagues, sponsors and athletes are helping close the gap as well—and the efforts are paying off. An expanded TV deal in 2021 that made it easy for fans to find the Women’s Super League in the U.K. stands out as one of the most dramatic examples, as it led to a 542% increase in viewership. Fans in the U.S. also responded in a big way to the increased coverage of the NCAA Women’s Basketball Tournament—a move that doubled the audience reach in the first round of the 2021 women’s tournament compared to 2019.
For brands to deepen engagement with the ever growing female fanbase, it’s also important to consider relevant content and activation around men’s sports. A recent analysis of Super Bowl LVI ads leveraging Nielsen Ad Intel dan Pudding.ai found that 30% of the ads during the game featured women in the creative, lagging their representation in TV content of 43%, according to Analisis Inklusi Gracenote. Considering that women of color over age 50 are key drivers of weekly NFL ratings performance, increased representation of women in brand messaging throughout sports will help brands connect with some of the league’s most loyal fans. That goes for esports as well, as Nielsen Esports Fan Insights data shows that globally the female esports fan base grew by 19% in the last year, outpacing 12% growth among the male fan base.
What’s next for gender equity in sports? A recent Nielsen analysis found that media coverage of women’s sports still significantly lags men’s sports coverage. Making games more accessible to fans is a great first step, providing more opportunities for audiences and sponsors to connect. The sports commentary and analysis that complements those broadcasts should expand their coverage as well. Fans around the world are telling leagues and sponsors they’re ready for more when it comes to women’s sports.
