Abstract
Analysis of all 348 prime-time hours of the 1996—2006 Olympic telecasts (three Summer, three Winter) pinpointed trends in coverage of men's and women's sports. Results indicate that while men athletes and events received the majority of clock time in all six Olympic telecasts, the Summer Olympic telecasts treated women far more equitably than the Winter Olympic telecast. The longitudinal study does not offer any reason to feel that coverage of women's athletics is improving over time, finding that the proportion of clock time devoted to men's and women's sports is relatively the same in 2006 compared to ten years earlier.
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