THE DAILY and the Fox Sports/TMG poll examined spending habits of premier sports fans, sports fans and the U.S. population ages 12+ during the holiday season (THE DAILY).
| USING A SCALE OF 1 (NOT AT ALL LIKELY) TO 5 (VERY LIKELY),
HOW LIKELY ARE YOU TO PURCHASE LICENSED SPORTS
MERCHANDISE – SUCH AS CLOTHING, HATS, COLLECTIBLES
AND MEMORABILIA – THIS UPCOMING HOLIDAY SEASON?^
|
| 1 | 2 | 3 | 4 | 5 |
| SPORTS FANS | 27.8% | 9.6% | 19.8% | 11.1% | 31.6% |
| PREMIER SPORTS FANS | 22.6% | 6.3% | 16.9% | 12.2% | 41.7% |
| TOTAL US POP. | 33.0% | 9.0% | 18.4% | 10.0% | 29.0% |
| WHICH ONE OF THE FOLLOWING TYPES OF LICENSED SPORTS
MERCHANDISE ARE YOU MOST LIKELY TO BUY?^^
|
| SPORTS
FANS | PREMIER
SPORTS FANS | TOTAL |
| PRO SPORTS | 72.0% | 74.3% | 70.6% |
| COLLEGE SPORTS | 21.9% | 20.4% | 22.4% |
| MINOR LEAGUES | 4.3% | 4.9% | 4.6% |
| WHICH OF THE FOLLOWING COMES CLOSEST TO YOUR
MAIN REASON FOR NOT INTENDING TO BUY SPORTS
MERCHANDISE THIS UPCOMING HOLIDAY SEASON?^^^
|
| SPORTS
FANS | PREMIER
FANS | TOTAL |
| NOT A BIG SPORTS FAN | 20.6% | 10.8% | 31.8% |
| TOO EXPENSIVE | 29.2% | 30.1% | 25.9% |
| HAVE ENOUGH MERCHANDISE | 16.4% | 23.7% | 13.6% |
| DON'T LIKE CURRENT STYLES | 14.7% | 10.8% | 12.3% |
NEVER PURCHASED/LIKED SPORTS
MERCHANDISE | 11.5% | 11.8% | 10.1% |
| DON'T KNOW | 7.5% | 12.9% | 6.2% |
NOTES: All interviews took place during November '98 . Premier sports fans have an interest of 5 out of 5 and sports fans have an interest of 3 out of 5. ^ = Total sample of 1,204 U.S. respondents ages 12+; Premier sports fans = 319; Sports fans = 994. ^^ = Total sample of 691 U.S. respondents ages 12+ who have 3-5 interest in buying licensed sports merchandise this holiday season; Premier sports fans = 226; Sports fans = 621. ^^^ = Total sample of 513 U.S. respondents ages 12+ who are not interested in buying licensed sports merchandise this holiday season; Premier sports fans = 93; Sports fans = 373. -30-
