BREAKING DOWN THE SPORTS FAN: DATA ON TRUE DEMOGRAPHICS

          In August '99, the ESPN Chilton Sports Poll asked 2,000
     individuals age 12+ about their overall interest in sports. 
     Following are the age, race, and household income
     composition of all avid sports fans, as well as an index of
     each compositional percentage to the U.S. population.  ^ =
     Asked of respondents 18+ (ESPN Chilton Sports Poll).

     AVID SPORTS FANS  INDEX TO          AVID SPORTS FAN INDEX TO
AGE       n=570        U.S. POP  RACE          n=555     U.S. POP
12-17     16.8%           158   WHITE          65.1%         89
18-24     14.1%           108   AFR-AMERICAN   17.8%        149
25-34     17.2%           103   HISPANIC       11.6%        112 
35-44     19.8%           101   OTHER          5.5%         123
45-54     13.3%           85
55+       18.9%           77
                                AVID SPORTS FAN          INDEX TO
          HOUSEHOLD INCOME^       n=393                  U.S. POP
          Less than $12K           4.1%                        79
          $12K-19,999             13.8%                       124
          $20K-29,999             16.7%                        86
          $30K-49,999             26.3%                        94
          $50K-74,999             17.2%                       100
          $75K-99,999             11.3%                       115
          $100K-149,999            8.3%                       127
          $150K+                   2.4%                        86
          
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