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AFL Grand Final viewership the most gender balanced of all men’s team sporting events on television

Source: Roy Morgan Single Source (Australia), Australians 14+ Jul 2012 to June 2013.
Australians 14+ n = 50,344

4.9 million Australians 14+ almost always watch the AFL Grand Final on TV—and women comprise 41% of this ardent fan base, the latest results from Roy Morgan Single Source show. ‘Almost always’ viewership of the AFL Grand Final is a little more gender balanced than the NRL Grand Final, where men outnumber women almost two to one.  

Women make up the majority of ardent viewers of televised figure skating (84%), netball (73%), swimming (63%) and tennis (56%). 25% of women almost always tune in to watch the Melbourne Cup—marginally more than the 24% of men.    

Women are far less keen on watching boxing (making up only 17% of ‘almost always’ viewers), Formula 1 (25%) and Test Match Cricket (30%), but are 40% of the iron man audience—for perhaps a variety of reasons.

Only one sport is completely gender balanced with regards to dedicated TV viewing: lawn bowls.

Overall, 72% of men and 60% of women name at least one sport that they almost always watch on TV, whether at home or a public venue like a bar or social club.


Proportion of ‘almost always’ viewers who are women

Source: Roy Morgan Single Source (Australia), Australians 14+ Jul 2012 to June 2013. Base: Australians 14+ n = 50,344

 George Pesutto, Industry Director — Media, Roy Morgan Research, says:

TV sport viewership—especially of Grand Finals and special events like the Melbourne Cup—is often a social activity. Many people watch these events at a friend’s house, at work, or in public places like pubs and the local club.

Roy Morgan Research measures people who watch sport from any location, to ensure we capture the audience not counted from a set top box. Capturing the sort of people who gather together to watch special sporting events is especially pertinent to advertisers because it changes the audience landscape and messaging opportunities by including those who do not ‘normally’ watch sport on TV.”


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George Pesutto

Industry Director — Media

Office: +61 (3) 9224 5206

Mobile: +61 414 686 987

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About Roy Morgan Research

Roy Morgan Research is the largest independent Australian research company, with offices in each state of Australia, as well as in New Zealand, the United States and the United Kingdom. A full service research organisation specialising in omnibus and syndicated data, Roy Morgan Research has over 70 years’ experience in collecting objective, independent information on consumers.

In Australia, Roy Morgan Research is considered to be the authoritative source of information on financial behaviour, readership, voting intentions and consumer confidence. Roy Morgan Research is a specialist in recontact customised surveys which provide invaluable and effective qualitative and quantitative information regarding customers and target markets.

Margin of Error

The margin of error to be allowed for in any estimate depends mainly on the number of interviews on which it is based. Margin of error gives indications of the likely range within which estimates would be 95% likely to fall, expressed as the number of percentage points above or below the actual estimate. Allowance for design effects (such as stratification and weighting) should be made as appropriate.

Sample Size

Percentage Estimate


25% or 75%

10% or 90%

5% or 95%