I think it's fair to say that over the years on gameshows, TV or in film, if there's a pie scene then more often than not it's a man on the receiving end of the mess.
But in the world of WAM and WAM production, I would say the number of female pie scenes vastly outweighs the number of male.
So who has been pied more? Does the content produced on here for the past 20 years or so offset what we've seen in TV and film since forever?
Taking into account even the suspected mainstream TV/Movie male-pie bias I'm pretty sure the female pie-hit count overtook the male one over 20 years ago - certainly in terms of recorded media. The majority of it formatively produced by and for heterosexual males.
We'll probably never know since the fetish world pie-hit count is in no way regulated in such a way that they are reliably recorded for statistical purposes
Regarding TV, tough question. I grew up in the pie era, which I would say was 70's through 80's. In most scenes, males took the pies along with the females; Brady Bunch, Three's Company, almost every sitcom pie scene also had guys getting pied. Mandrell Sisters would be an exception but with that said, I feel slightly more girls got pied on TV than guys.
Dudes seem more likely to be willing to do it as a whole (look at fantasy bets, and charity drives for instance). But you can't say that women are automatically out. Lots of schools do pie throwing events and the vast majority of teachers are women. Not to mention sorority events and the like.
Seems like guys are more likely to do it on their own whereas women are more likely to participate if it's a group activity
In mainstream TV and movies, its comedy. Here, its a sexual fetish. Women tend to put more value on looking good, so more likely to avoid getting messy in mainstream situations. (Also takes more time to clean 'em up for another take or the next scene.) But men are more likely to indulge a sexual fetish (that is, pay for it).
If we're talking all of human history, it's gotta be men. They're always getting pied for charity things when women refuse. Digital records aren't kept, and it's little one-offs all over the place, but they add up.
Now if the question were, which gender has received more pies? That would be the women, I'd estimate, since the aforementioned charity pieings are one pie or maybe two, but some WAM scenes have a lady getting crushed with dozens of 'em