New Broadcast Networks Growing Women Viewership
from Mollie Cahillane of AdWeek,
In the first year of the NHL’s new TV rights deal with Turner Sports and Disney, the networks are not only seeing total audience gains over former rights holder NBC Sports, but an increasingly young and diverse audience—one that has considerably more women than last season.
As playoffs get under way, Turner Sports is averaging 361,000 viewers across 51 telecasts on TNT, up 26% over now-shuttered NBC Sports Network.
But female viewership for NHL on TNT’s regular season live game coverage has increased 56% vs. 2020-21 NHL regular games on cable. At ESPN, across 18 games, the number of women watching is up 73% versus NBC Sports Network, and 11% on ABC versus NBC.
“We are so blessed to have our partnership with the networks, especially with TNT who is drawing this younger and more female audience, it’s right in line with our objectives as a brand,” Heidi Browning, CMO of the NHL, told Adweek. “ESPN has phenomenal female talent on air, on ice level and in leadership positions.”
read on...
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