With the Cardinals squaring off against the Rangers in the World Series starting tonight, data from Scarborough Sports Marketing highlights some intriguing differences between fans in the two locales. St. Louis is renowned as a baseball town so it should be no surprise that an MLB-market high 73% of adults surveyed watched, attended or listened (WAL) to a Cardinals game in the 12 months prior to the survey, compared to 54% of adults surveyed in the Dallas area. The data is from surveys performed February '10-January '11 (St. Louis) and from March '10-February '11 (Dallas) among total respondents of 2,000 adults 18+ in St. Louis and 3,000 adults 18+ in Dallas.
When it comes to expressing support though the purchase licensed team apparel, 19% of all adults surveyed and 24% of WAL adults had purchased Cardinals licensed apparel in the 12 months prior the survey. In Texas, 12% of all adults purchased Rangers garb in the year prior, while 20% of all WAL adults did. Rangers fans showed a greater propensity for technology, purchasing tickets online (12.4% of WALs vs. 7.5% in St. Louis) and other tech measures, including use of social media, texting, ownership of smart phones and HDTVs.
In other measures, more Rangers than Cardinals fans are married (64% to 58%) and more Rangers households have kids (33% to 30%). As befits fans from the home of Anheuser-Busch, which brews the top-selling domestic beer in Bud Light, Cardinals fans drink more domestic light beer 44% to 40%. Rangers fans consume imported beer at a greater rate than Cardinals supporters at 22% to 13%.
