A ongoing mail survey through '96 by NY-based USADATA
     and Scarborough Research examined habits of MLB and NFL
     fans.  The 26-page national study, tailored for specific
     geographical locations, consists of research gathered from
     over 165 million consumers (USADATA/Scarborough Research).  
          

  
 
    
 
      
DEMO 
        EDUCATION
    
    
WATCH 
      MLB
    
 
      WATCH NFL
    
NAT'L 
      AVG
  
  
 
    
H.S. 
      Graduate
    
 
      
36.40%
    
    
 
      
37.40%
    
    
 
      
37.80%
    
  
  
 
    
College 
      Grad
    
 
      
12.60%
    
    
 
      
12.10%
    
    
 
      
11.30%
    
  
  
 
    
Post 
      Grad Degree
    
 
      
7.70%
    
    
 
      
7.20%
    
    
 
      
6.80%
    
  
  
 
    
HOUSEHOLD 
      INCOME
  
  
 
    
HHI 
      < $35K
    
 
      
38.20%
    
    
 
      
39.30%
    
    
 
      
43.30%
    
  
  
 
    
HHI 
      $35-50K
    
 
      
24.10%
    
    
 
      
24.20%
    
    
 
      
23.20%
    
  
  
 
    
HHI 
      $50-75K
    
 
      
19.10%
    
    
 
      
18.90%
    
    
 
      
17.50%
    
  
  
 
    
HHI 
      $75-100K
    
 
      
10.00%
    
    
 
      
9.60%
    
    
 
      
8.80%
    
  
  
 
    
HHI 
      $100K+
    
 
      
8.60%
    
    
 
      
8.00%
    
    
 
      
7.30%
    
  
  
 
    
BEER 
      CONSUMPTION
  
  
 
    
Drank 
      Regular Beer past month
    
 
      
37.40%
    
    
 
      
33.80%
    
    
 
      
28.80%
    
  
  
 
    
Drank 
      Light Beer past month
    
 
      
39.70%
    
    
 
      
36.80%
    
    
 
      
31.20%
    
  
  
 
    
Drank 
      Imported Beer past month
    
 
      
22.90%
    
    
 
      
20.70%
    
    
 
      
18.00%
    
  
  
 
    
TOBACCO 
      USAGE
  
  
 
    
Smoke 
      Cigars
    
 
      
3.70%
    
    
 
      
3.20%
    
    
 
      
2.50%
    
  
  
 
    
Smoke 
      Cigarettes
    
 
      
22.10%
    
    
 
      
23.60%
    
    
 
      
22.90%
    
  
  
 
    
Smoke 
      Pipe
    
 
      
1.20%
    
    
 
      
1.10%
    
    
 
      
0.90%
    
  
  
 
    
Use 
      Smokeless Tobacco
    
 
      
3.20%
    
    
 
      
2.80%
    
    
 
      
2.20%
    
  
  
 
    
FAST 
      FOOD
  
  
 
    
Ate 
      Fast Food past month
    
 
      
92.60%
    
    
 
      
92.70%
    
    
 
      
91.10%
    
  
  
 
    
Ate 
      Fast Food 10+ times past mth
    
 
      
26.30%
    
    
 
      
25.20%
    
    
 
      
22.50%
    
  
  
 
    
HEALTH 
      CLUB MEMBER
  
  
 
    
Yes
    
 
      
15.10%
    
    
 
      
15.80%
    
    
 
      
14.70%