アメリカ女子サッカー代表チームは、フィールドでの勝利で知られているが、今回、アメリカサッカー連盟との長い法廷闘争を経て、公正な報酬を求める戦いに勝利した。しかし、スポーツ界における男女平等の追求は、報酬以上のものを含んでおり、ファンが伝道活動の先頭に立っている。
スポーツ界における男女平等はまだ長い道のりがあるが、ニールセン・スポーツの調査は、ファンが早急な変化を望んでいることを浮き彫りにしている。ファンは広く、リーグやチーム、アスリートたちが、自分たちが関心を寄せる社会的な問題ニールセンについて に取り組むことを期待しているだけでなく、アメリカでは61％のファンが、最も情熱を注いでいる大義として男女平等を具体的に挙げているニールセンについて 。それは、男女を超えたアスリートの公平な給与や、テレビでのイベント放映時間の平等も同様だ。
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 ニールセンAd Intel そして 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 グレースノートのインクルード・アナリティクス. 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.
