SBD/10/The Back Of The Book

ESPN CHILTON SPORTS POLL: ESPN, IT'S A GUY THING

     ESPN Chilton surveyed sports fans age 12+ on media usage
from January 2, 1995-April 1, 1996 (THE DAILY).
                               ALL    MALE    FEMALE    18-34
WHERE CHECK SPORTS RESULTS?
  PAPER                       64.9%   65.5%   64.1%     58.4%
  ESPN/ESPN2                  10.9    14.1     --       16.2
  NETWORK TV                   8.9     6.4    12.6       8.9
READ SPORTS SECTION DAILY?
  YES                         30.3%   42.0%   18.2%     27.0%
  NO                          69.7    58.0    81.8      73.0
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