Two studies released by the NBA during the NSGA Show in
Chicago show that basketball is the favorite sport of kids (ages
8-11) and teens (ages 12-17) in the U.S. and around the world. A
global teen research study conducted by the BrainWaves Group
found basketball to be the favorite sport of the 25,000
adolescents in 41 countries. 71% had either watched or played
the game, and the Bulls logo ranked among the 10-most recognized
brand logos with the group. Another study, by the Greenwich, CT-
based Taylor Group, titled, "NBA Market: Understanding Core Fans
and Consumers," focused on a group previously ID'd as "major NBA
fans," those age 8-34. Among the findings: Basketball is the
favorite sport overall of 8-11 and 12-17. 69% of all 8-11 year
olds are NBA fans, as well as 75% of 12-17 year olds. 63% of
those 8-34 are NBA fans, and 46% of those consider themselves
"Big Fans," meaning they are more likely to watch or attend an
NBA game. 81% of the 8-34 year olds own sports merchandise,
while 48% of those own some NBA products (NBA).
PASSING THE SAVINGS ALONG TO YOU: The media continues its
scrutiny of the large contracts signed by NBA free agents. In
Philadelphia, Bill Lyon writes, "Mark this down as the summer the
NBA began to strangle itself" (PHILA. INQUIRER, 7/16). Bill
Conlin notes that NBA free agency looks "depressingly like
baseball" (PHILA. DAILY NEWS, 7/16). The WALL STREET JOURNAL's
Stefan Fatsis notes how the NBA salary cap "changes how teams are
built" (WALL STREET JOURNAL, 7/16). A USA TODAY editorial
predicts fans will pay for the high salaries with higher ticket
prices (USA TODAY, 7/16). ABC's "World News Tonight" also
reported on the "staggering" salaries NBA free agents are
commanding. ABC's Armen Keteyian: "Expect more $100 million
players before this NBA free agent shopping spree is over. Over
the long term, expect lesser players to settle for much less
money and fans to pay more at the box office" (ABC, 7/15).
