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Pop quiz: What was the most watched TV event among women in 2014? It wasn’t the Academy Awards. Or the Grammys. Or the season finale of The Real Housewives of Beverly Hills. It was Super Bowl XLVIII, watched by an average of 44.9 million women. Overall, they make up 46 percent of all NFL fans, and an average 63 percent of women 12 and older identify as fans.
Despite those numbers, the concept of the “female fan” is still relatively new—at least as far as marketers are concerned.