SBD/Issue 144/The Back of the Book

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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Related Topics:

Baseball, MLB, The Back of the Book

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