Women Are Dominating Social-Media Conversation About the Olympics

Boys vs. Girls: Some Mid-Games Insights From Trendrr

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Some quick gender-related insights from Ad Age 's editorial partner, social-media monitoring firm Trendrr, which has been intensively monitoring the Olympics:

Gabrielle Douglas
Gabrielle Douglas Credit: NBC

  • According to Trendrr estimates, so far 59% of viewers who have been talking about the Olympics on Twitter are female. Normally, social chatter about sports programming tracked by Trendrr skews about 70% male.
  • Jordyn Wieber, Aly Raisman, and Gabrielle Douglas have been the three most tweeted-about U.S. gymnasts throughout the week, with Weiber pulling in 13% more tweets than Raisman and 20% more tweets than Douglas. Trendrr estimates that 61% of tweets about the three are coming from females.
  • U.S. swimmers Michael Phelps and Ryan Lochte have made plenty of waves (sorry) on Twitter lately, but Phelps leads the overall race, generating 28% more Twitter buzz than Lochte since the start of the Olympics.
  • Lochte, though, wins with the ladies. Nearly 72% of tweets about Lochte have come from females -- which is 17 percentage points higher than the female percentage for Phelps.
  • Mom, you're not helping! Or wait, when it comes to social buzz, maybe you are. Lochte's mother was quoted on NBC's Today.com a few days ago talking about Ryan's life outside the pool: "He goes out on one-night stands. He's not able to give fully to a relationship because he's always on the go." You saw this coming: "Ryan Lochte: Mom meant 'nothing negative' about my love life." (Today's his 28th birthday, by the way.)

Simon Dumenco is the "Media Guy" columnist for Advertising Age. You can follow him on Twitter @simondumenco.

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