SBD/Issue 111/The Back of the Book

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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