[Commentary] For every Olympics since 1994’s Lillehammer Games, Andy Billings has broken down how much time the primetime broadcast spends covering male athletes and female athletes. Usually, men get significantly more of the clock time. But when Billings, who directs the University of Alabama’s sports communications program, and his collaborators ran an initial data-crunch on the first week of the Sochi Olympics, NBC’s coverage was looking more equitable.
Through Valentine’s Day, NBC spent 47.6 percent its time covering men and 37.6 percent of its time covering women, with the remainder going to pair sports, like ice dancing. That counts as an improvement. “It’s a 10-percent gap favoring male athletes, which is smaller than normal,” said Billings. At the last winter Olympics, in Vancouver, the gap was 20 percent. By the end of the two weeks, the gap had narrowed even further: Men got 45.4 percent of clock time, women 41.4 percent, and pairs 13.2 percent. Normally, the US sports media spends -- if we’re being generous -- less than 5 percent of its time covering women in sports. Sociologists Cheryl Cooky and Michael Messner have been conducting a longitudinal “Gender in Televised Sports” study, and in 2009 they found that during a six-week sample, ESPN’s Sports Center spent 1.4 percent of its time on women, and three local affiliates dedicated 1.6 percent of their sports coverage to female athletes. This was “the lowest proportion ever recorded” in the study, but even the record highs were unimpressive—8.7 percent in 1999; 6.3 percent in 2004.