Basketball is the most popular women's spectator sport. Jackie Joyner Kersee is the nation's favorite women's sports star.

These are two of the results of a new Harris Poll conducted between February 11 and 15, 1999. The survey is based on a nationwide sample of 1,007 adults of whom 40% watch or follow women's sports. This translates into approximately 80 million --a huge potential opportunity for sports marketing.

Surprisingly, men are more likely than women to watch not just all sports but also women's sports. Fully 81% of men watch some sports and 46% of men watch women's sports, compared to 60% of women who watch any sports and 33% who watch women's sports.

Basketball is by far the most popular women's sport, watched by 37% of all adults (including 39% of men and 34% of women) who watch any women's sports. Figure skating, watched by 20% of those who watch women's sports is second, with much stronger appeal among women than men (30% of women compared to 13% of men). Tennis (12%), golf (7%), gymnastics (6%) and volleyball (5%) come next in popularity.

Many of the most popular women sports stars have retired. Even though track and field is not among the most popular women's sports, Jackie Joyner Kersee is still the nation's most popular woman sports star. She is followed by Michelle Kwan, Lisa Leslie and Nancy Lopez.

This Harris Poll also asked about corporate sponsorship of women's sports. The results show that most people (65%) who follow women's sports feel it is very important that companies should support women's sports. However, with one exception, not many people can think of companies which do this now. The one exception is Nike, which 23% of fans name as a supporter of women's sports.

Base: All Adults

Base: All who watch or follow women's sports

"What is your favorite women's sport . the one you like to watch or follow the most?"

Base: Watch or follow women's sports

"Who is your favorite women's sports star?"

Base: Watch or follow women's sports

"How important do you feel it is for companies or corporations to sponsor or support women's sports . very important, somewhat important, not very important, or not at all important?"

Base: Watch or follow women's sports

"Can you think of any companies which sponsor or support a woman's sport or sports? Any others?"

This Harris Poll was conducted by telephone within the United States between February 11 to 15, among a nationwide cross section of 1,007 adults. Figures for age, sex, race, education, number of adults and number of voice/telephone lines in the household were weighted where necessary to bring them into line with their actual proportions in the population.

In theory, with a sample of this size, one can say with 95 percent certainty that the results have a statistical precision of plus or minus 3 percentage points of what they would be if the entire adult population had been polled with complete accuracy. Unfortunately, there are several other possible sources of error in all polls or surveys that are probably more serious than theoretical calculations of sampling error. They include refusals to be interviewed (non-response), question wording and question order, interviewer bias, weighting by demographic control data and screening (e.g., for likely voters). It is difficult or impossible to quantify the errors that may result from these factors.

These statements conform to the principles of disclosure of the National Council on Public Polls.

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