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With less than two weeks to go until the London Olympics, a new study published in the journal Communication, Culture & Critique has found that women will be watching the Games, but once the closing ceremony comes, they’ll most likely tune out of sports coverage.

Why? The study found that the women preferred watching the Olympics because of the way the programming is packaged and delivered – in compressed and easy to digest narratives. During the Olympics viewers are regularly brought up to date on the athletes to follow, the relevant highlights and athletes’ personal stories and journeys.

These snippets (in comparison to whole seasons of sports) are easier to engage in and don't take big chunks of time out of your day.

“Women’s TV sports consumption habits were more mediated by their personal schedules than by team schedules or TV schedules,” says study author Dr Erin Whiteside.

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