Abstract des Autors

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 televison 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 significance difference in only one of the nine product categories. This finding indicates that sport marketers are attempting to address the needs and expectatiosn 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 atheltes 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. Verf.-Referat