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% |
