Wyatt, McCullough and Wolgemuth (1998) A content analysis of television consumer advertising during the 1996 and 1997 NCAA Final Four basketball tournaments

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A content analysis of television consumer advertising during the 1996 and 1997 NCAA Final Four basketball tournaments

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CONTRIBUTORS:

	Author:	Wyatt, T. J. (b. 1503, d. 1542)
	Author:	McCullough, L.
	Author:	Wolgemuth, W.

JOURNAL:

Sport Marketing Quarterly [SMQ], 7(3), 47 - 54.

YEAR:

1998

PUB TYPE:

Journal Article

SUBJECT(S):

television; advertising; content-analysis; National-Collegiate-Athletic-Association; basketball; tournament; 1996; 1997; woman; comparative-study

DISCIPLINE:

Recreation, Sports & Leisure Studies

HTTP:

https://secure.sportquest.com/su.cfm?articleno=S-13141&title=S-13141

LANGUAGE:

English

PUB ID:

103-337-805 (Last edited on 2006/03/03 12:42:15 US/Mountain)

SPONSOR(S):

ABSTRACT:
Marketing to the female consumer through the athletic medium has become a valuable tool for sports marketers. Demographic research has revealed that women make up a significant percentage of spectators at sporting events. Based on this information, a content analysis of television commercial advertisements aired during the 1996 and 1997 men's and women's NCAA Final Four basketball games was conducted. Basketball is one of the fastest growing sports for women. In 1996 the analysis of the 426 commercial advertisements revealed that products endorsed during the men's games differed significantly in six of the nine product categories from those endorsed during the women's games. In 1997 the analysis of 412 commercials contradicted these findings by showing a significant difference in only one of the nine product categories. This finding indicates that sport marketers are attempting to address the needs and expectations of the women's market and possibly closed the gap in advertising differences between 1996 and 1997. In terms of spokesperson or primary figure, commercials aired during the women's games featured athletes at a significantly higher rate than did commercials that aired during the men's games during both the 1996 and 1997 Final Fours. This finding indicates an attempt by marketers to continue to show athletes, both male and female, in advertising.

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