At the Vancouver Olympics for example men received almost whole day prime-time coverage. This was about 13 hours higher in comparison to women’s coverage (Brown 102). Men in most cases tend to perform extremely well in various games. This boosts the reporter’s morale towards covering most of the men’s games. In the summer Olympics in 2008 as well as the preceding years, there emerged improved airtime coverage with both men and women almost getting equal airtime coverage. About 46.3% of airtime coverage went to women this year, a decrease from the previous year 2004 when the coverage was 47.9% (Beck 46). Nevertheless, coverage of women’s sports events improved heavily towards socially acceptable sports for women. The socially accepted sports such as gymnastics are always attractive as these sports involve minimal clothing hence women can be easily displayed as physically attractive. These kinds of sports, even though are highly ranked in the media coverage among the women are not morally acceptable in the media fraternity. This case study explains the impact of media coverage in comparison to men’s and women’s sports coverage and popularity.

Women who normally take part in sports that involve either power or hard body contact are more often unlikely to receive media coverage. This is due to the stereotypical assumptions involved with these kinds of feminine events thus. there are reduced women sports coverage (Chua45). The women’s court volleyball competition received absolutely no coverage in the year 2004 despite the American team’s captivating performance and securing the silver medal. This was almost equally divided between both the men and women volleyball sports coverage this year. The emphasis of the women’s sports coverage exhibited a high emphasis on the women’s attractiveness and gendered qualities that may be provided for a much more efficient male-centric coverage. The 2010 Olympics aptly inclined towards men coverage thus rendering it biased (Lewis 78). Most of the winter sports by their nature generally provide women with fewer opportunities to capture various sports. The make-up of the spectators whom NBC normally targets to please provides a more complex narrative than mere pandering to male sports fans for the summer Olympics in 2008.