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SBD/Issue 111/The Back of the Book
Scarborough Research Examines AFL Fan Demographics
Published February 28, 2008
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.
