The Back Of The Book

CLEVELAND MARKET TOPS SCARBOROUGH SPORTS' MLB FAN DATA

3.28.2000

          Scarborough Sports Marketing measured local market
     consumer/lifestyle information by interviewing over 170,000
     adults (ages 18+) from August '98-September '99 in the 64
     top U.S. markets including all pro sports markets.  The
     following list % of those who claim to be avid MLB fans. 

          MAJOR LEAGUE BASEBALL AVIDITY BY MARKET (A)

           TOP FIVE                      BOTTOM FIVE 
     RANK  MARKET     PERCENT      RANK  MARKET          PERCENT
      1   ^Cleveland    36%         60   Wichita, KS        8%
      2   ^St. Louis    31%         61   Grand Rapids, MI   6%
      3   ^Atlanta      25%         62  ^Detroit            6%
      4   ^San Diego    24%         63   Lexington, KY      5%
      5   ^New York     21%         64   Salt Lake City     4%

          Avidity = "very interested in MLB."  Market represents
     DMA (designated market area). ^ = markets with MLB teams


                              -30-

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