Commentary

Avid Female College Football Fans

According to Scarborough Sports Marketing, avid female college football fans represent a unique niche marketing opportunity as being "more likely" than the average adult to own, maintain and remodel a home, support technology, and to have contributed to a healthcare, social care/welfare or religious non-profit organization during the past year.

The Southeastern Conference is the number one college conference for women who are avid ("very interested in") fans of college football. 19% of avid female college football fans attended an SEC game, listened to one on the radio, or watched a game on television during the past year. The SEC outranks all other major college conferences for women who are avid fans of college football. Among all adults, 17% of avid college football fans are fans of the SEC.

Female SEC Football Fans represent a diverse, professional audience. They are:

  • 47% more likely than all adults to be African-American
  • 12% more likely to be employed in white collar positions
  • 30% more likely than other adults to be in sales positions
  • 15% more likely to have an office in the home.

Top Ranking Conferences (Measured Regionally) for Women who are Avid Fans of College Football

Rank

Conference

% of Avid Football Fans

1

SEC

19%

2

Big Ten

13%

3

ACC

12%

4

Big 12

10%

5

Pac-10

7%

6

Big East

5%

Source: Scarborough Sports Marketing, September 2010

Bill Nielsen, vice president, Scarborough Sports Marketing, says "The SEC... dominates for avid female fans... and these fans deliver huge appeal to a wide variety of sponsors... "

80% of Female SEC Football Fans live in a single-family home and are:

  • 12% more likely than the average adult nationally to own their home
  • 22% more likely to own a second home

Female SEC Football Fans are 14% more likely than all adults nationally to have an energy saving appliance in their household, and:

  • 12% more likely to have HDTV
  • 12% more likely to have a Video game system
  • 17% more likely to have a Satellite TV subscription

Female SEC Football Fans are 23% more likely to have remodeled their bathroom during the past year, and they are more likely than other adults to take on big home improvement projects such as:

  • 24% more likely to remodel a kitchen
  • 26% more likely to repair a roof

They also invest in cosmetic and other maintenance upgrades:

  • 16% are more likely to have done landscaping in the past year
  • 12% more likely to have painted or wallpapered
  • 33% more likely to have had heating or air conditioning upkeep or replacement
  • 54% more likely to have installed a home security system

Given their home ownership status, Female SEC Football Fans are 10% more likely than the average adult nationally to have a home mortgage and 16% more likely to have a home equity loan. In terms of personal finance, they are more likely than the average adult to go online to pay bills or conduct other banking transactions.

Mr. Nielsen concludes that "... the passion of female SEC fans provides a unique opportunity for marketers, as they can reach these women while they are engaging in something they love... "

 

Source: Scarborough Sports Marketing, 2010. Scarborough USA+ Study, Release 1 2010

2 comments about "Avid Female College Football Fans".
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  1. Michael Strassman from WGBH, September 22, 2010 at 10:12 a.m.

    This is big news? 12% more likely to own their own home and 24% more likely to remodel a kitchen (no doubt due to being more apt to own a home)? Gee, you don't suppose that some of these stats are due to geography (the south) and a lower cost of living which enables them to buy a home/hdtv/kitchen/etc? I think someone at the SEC has a friend at Scarborough.

  2. Bob Neal from Comcast Sports Net, September 22, 2010 at 1:30 p.m.

    My question is: What percentage of total female is the "avid female college football fan". Information regarding the percentage of avid female football fans is without a base of that percentage of total female. What is avid female college football fan percentage of total?

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