SBD/Issue 144/The Back of the Book

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  • Scarborough Sports Marketing Reviews MLB TV/Radio Demos

    Scarborough Sports Marketing surveys respondents about their viewing/listening habits of different sports leagues over the previous 12 months. The following breaks down the demos for respondents who have watched MLB on TV or listened to MLB on radio within the past 12 months. For example, 61.7% of the respondents who watched MLB on TV within the past 12 months were men. The index compares each demographic category with somewhat/very avid MLB fans (i.e., men are 3% more likely to watch MLB on TV than somewhat/very avid MLB fans). The data was collected among 200,000 respondents from February '00 to March '01 (Scarborough).

    SCARBOROUGH SPORTS MARKETING DEMOS: MLB TV/RADIO
     
    CATEGORY
    ———TV———
     
    ———RADIO———
    GENDER
    %
    INDEX
     
    %
    INDEX
    Men
    61.7%
    103
     
    69.8%
    117
    Women
    38.3%
    95
     
    30.2%
    75
     
    AGE
    Age 18-24
    10.6%
    97
     
    10.2%
    93
    Age 25-34
    17.5%
    100
     
    17.7%
    102
    Age 35-44
    22.3%
    100
     
    25.6%
    114
    Age 45-54
    19.0%
    99
     
    20.5%
    107
    Age 55-64
    12.6%
    101
     
    12.1%
    97
    Age 65+
    18.0%
    103
     
    13.9%
    80
     
    RACE
    White
    85.1%
    100
     
    87.3%
    103
    Black/African-American
    10.1%
    97
     
    7.5%
    72
    Asian
    2.5%
    107
     
    2.7%
    119
    Other Race
    2.3%
    94
     
    2.4%
    100
     
    HOUSEHOLD INCOME
    < $25,000
    11.9%
    91
     
    8.4%
    64
    $25,000-$49,999
    34.1%
    95
     
    30.4%
    85
    $50,000-$74,999
    21.2%
    100
     
    23.2%
    110
    $75,000+
    32.8%
    109
     
    38.0%
    126
     

    Print | Tags: Baseball, MLB, The Back of the Book
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