Men or Women, Only Five Olympic Sports Matter

This study is a descriptive content analysis of National Broadcasting Company’s (NBC’s) prime-time broadcast coverage of the 2016 summer Olympic games. Olympic coverage is particularly important to the athletes of minor sports—including all women’s sports—because most receive little media attention beyond Olympic competition. The study found no evidence of sexism, but a clear lack of diversity in the sports covered, as NBC dedicated most of its prime time to superstars (Phelps, Biles, Bolt, Kerri Walsh, etc.) and unique stories and personalities (e.g., the Lochtegate and 74-year-old South African coach Botha).