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

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