미국 여자 축구 대표팀은 경기장에서 승리하는 것으로 유명하며, 미국 축구 연맹과의 오랜 법정 싸움 끝에 공정한 보수를 위한 싸움에서 승리했습니다. 그러나 스포츠에서 성 평등을 추구하는 것은 보상 이상의 의미를 지니며, 팬들은 이 운동의 확산에 앞장서고 있습니다.
스포츠계의 성 평등은 아직 갈 길이 멀지만, 닐슨 스포츠의 조사에 따르면 팬들이 조속한 변화를 원하고 있는 것으로 나타났습니다. 팬들은 리그, 팀, 운동선수들이 관심 있는 사회적 이슈에 대해 입장을 표명하기를 전반적으로 기대하고 있을 뿐만 아니라, 미국 팬의 61%는 가장 열성적으로 지지하는 대의명분으로 성 평등을 구체적으로 꼽았습니다. 이는 성별에 관계없이 운동선수에게 공평한 급여를 지급하고, TV에서 동등한 방송 시간을 제공하는 것을 의미합니다.
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 닐슨 Ad Intel 그리고 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 그레이스노트 포함 분석. 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.
