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SRI REVEALS WHERE TO HIT YOUNG MALE DEMO: IN COLLEGE HOOPS

          CT-based Sponsorship Research Int'l (SRi) conducted a     sponsorship tracking study on interest in college     basketball.  The following data is from interviews conducted     during '97-98 by SRi, based on an average of 12,000     interviews per year.  SRi asked respondents to rate their     interest in college basketball on a scale of one (lowest) to     ten (highest).  Fans are defined as anyone who scores five     or greater, and max fans are defined as anyone who rates     college basketball as ten out of ten.  SRi notes the growing     interest in college basketball among young to middle-aged     men.  The number of male fans showed a significant increase,     as almost half of all respondents categorized themselves as     fans (Sponsorship Research International).                                     
'97 '98 %
Change
TOTAL FANS (5+/10)
39.9%
41.3%
1.4
TOTAL MAX FANS (10/10)
9.6%
10.5%
0.9
MALE FANS (5+/10)
45.9%
49.2%
3.3
MALE MAX FANS (10/10)
10.6%
12.7%
2.1
18-24 FANS (5+/10)
49.5%
50.9%
1.4
18-24 MAX FANS (10/10)
13.5%
16.5%
3
25-34 FANS (5+/10)
38.0%
39.4%
1.4
25-34 MAX FANS (10/10)
9.7%
10.3%
0.6
35-44 FANS (5+/10)
38.1%
40.8%
2.7
35-44 MAX FANS (10/10)
8.0%
9.8%
1.8

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