SBD/Issue 34/The Back of the Book

Scarborough Sports Marketing Breaks Down NBA Demographics

Scarborough Sports Marketing surveys respondents each month about their interest among different sports leagues. The following information details the demographic breakdown among somewhat/very avid NBA fans. For example, 60% of the NBA's somewhat/very avid NBA fans are men. The index compares the somewhat/very avid NBA fans to the general population. The data was collected among 200,000 respondents from February '00 to March '01 (Scarborough).

SCARBOROUGH SPORTS MARKETING DEMOS: NBA
 
GENDER
%
INDEX
Men
60%
125
Women
40%
76
 
AGE
18-24
15%
123
25-34
22%
113
35-44
22%
102
45-54
18%
96
55-64
10%
85
65+
13%
80
 
RACE
White
73%
88
Black/African-American
21%
173
Asian
3%
140
Other race
3%
111
Spanish/Hispanic origin
13%
111
 
MARITAL STATUS
Married
54%
96
Never Married (Single)
29%
122
Widowed/Separated/Divorced
17%
86
 
EDUCATION
Less than HS Grad
9%
87
High School Grad
29%
93
Some College (1-3 Years)
38%
105
College Graduate+ (4 Year College or more)
24%
108
 
EMPLOYMENT STATUS
Employed Full-Time (35 hours or more)
61%
108
White Collar
50%
107
Blue Collar
24%
108
Professional/Managerial Occupation
24%
107
 
HOUSEHOLD INCOME
Under $25,000
15%
85
$25,000 - $50,000
38%
99
$50,000 - $74,999
20%
104
$75,000+
28%
109


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Related Topics:

Basketball, NBA, The Back of the Book

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