SBD/Issue 111/The Back of the Book

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  • Scarborough Research Examines AFL Fan Demographics

    With the '08 AFL season set to begin this weekend, the following presents Scarborough Sports Marketing data detailing AFL fan demographics, indexed to the U.S. population. For example, avid AFL fans are 155% more likely to be African-American than the average population. For more explanation, roll your cursor over highlighted numbers. A fan is defined as someone with at least a little bit of interest in the AFL, while a loyal fan is somewhat interested and an avid fan is someone who is very interested. The information was gathered from February ’06–March ’07 (Scarborough Sports Marketing).

    INTEREST IN THE AFL
    DEMOGRAPHIC
     
    AVID FAN
    LOYAL FAN
    FAN
    AGE
    18-24
    % U.S. Residents
    2% (a)
    6%
    15%
     
    % AFL Fans
    22%
    17% (b)
    15%
     
    Index
    167
    128
    116 (c)
    25-34
    % U.S. Residents
    2%
    6%
    15%
     
    % AFL Fans
    21%
    22%
    20%
     
    Index
    120
    122
    115
    35-44
    % U.S. Residents
    1%
    5%
    15%
     
    % AFL Fans
    17%
    20%
    22%
     
    Index
    88
    102
    114
    45-54
    % U.S. Residents
    1%
    4%
    13%
     
    % AFL Fans
    15%
    18%
    18%
     
    Index
    77
    92
    97
    55-64
    % U.S. Residents
    1%
    4%
    11%
     
    % AFL Fans
    10%
    11%
    12%
     
    Index
    70
    82
    83
    65 or older
    % U.S. Residents
    1%
    4%
    10%
     
    % AFL Fans
    16%
    13%
    13%
     
    Index
    92
    78
    74
    GENDER
    Male
    % U.S. Residents
    2%
    7%
    19%
     
    % AFL Fans
    62%
    68%
    70%
     
    Index
    128
    141
    143
    Female
    % U.S. Residents
    1%
    3%
    8%
     
    % AFL Fans
    38%
    32%
    30%
     
    Index
    73
    61
    59
    RACE/ETHNICITY
    White
    % U.S. Residents
    1%
    4%
    12%
     
    % AFL Fans
    67%
    75%
    79%
     
    Index
    81
    91
    95
    Black/African-American
    % U.S. Residents
    3%
    8%
    18%
     
    % AFL Fans
    29%
    20%
    16%
     
    Index
    255
    174
    140
    Asian
    % U.S. Residents
    *
    3%
    11%
     
    % AFL Fans
    *
    2%
    2%
     
    Index
    *
    69
    87
    Spanish/Hispanic
    % U.S. Residents
    2%
    6%
    13%
     
    % AFL Fans
    19%
    16%
    14%
     
    Index
    142
    118
    101
    HOUSEHOLD INCOME
    <$25K
    % U.S. Residents
    2%
    6%
    12%
     
    % AFL Fans
    24%
    17%
    13%
     
    Index
    167
    115
    89
    $25-40K
    % U.S. Residents
    1%
    5%
    13%
     
    % AFL Fans
    23%
    23%
    20%
     
    Index
    110
    112
    99
    $40-50K
    % U.S. Residents
    2%
    5%
    14%
     
    % AFL Fans
    15%
    13%
    13%
     
    Index
    123
    107
    106
    $50-75K
    % U.S. Residents
    1%
    5%
    14%
     
    % AFL Fans
    15%
    18%
    19%
     
    Index
    80
    97
    103
    $75-100K
    % U.S. Residents
    1%
    4%
    14%
     
    % AFL Fans
    10%
    14%
    16%
     
    Index
    71
    92
    106
    $100-150K
    % U.S. Residents
    1%
    4%
    13%
     
    % AFL Fans
    9%
    10%
    12%
     
    Index
    81
    84
    99
    $150K+
    % U.S. Residents
    1%
    4%
    12%
     
    % AFL Fans
    3%
    6%
    7%
     
    Index
    41
    78
    95

    NOTES: * = Relatively unstable response, with only 36-70 Respondents. (a) = 2% of U.S. residents between the ages of of 18-24 are avid AFL fans. (b) = 17% of loyal AFL fans are between the ages of 18-24. (c) = AFL fans are 16% more likely to be between the ages of 18-24 than the U.S. population.

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