SBD/Issue 133/The Back of the Book

Scarborough Sports Marketing Examines MLB Fan Demographics

The following presents Scarborough Sports Marketing research detailing MLB fan demographics, indexed to the U.S. population. For example, 19% of avid MLB fans earn between $50K and $75K. For more explanation, scroll cursor over highlighted numbers. A fan is defined as someone with at least a little bit of interest in MLB, while a loyal fan is somewhat interested and an avid fan is very interested. The information was gathered from August ’06–September ’07 (Scarborough Sports Marketing).

CURRENT LEVEL OF INTEREST IN MLB
DEMOGRAPHIC
 
AVID FAN
LOYAL FAN
FAN
AGE
18-24
% of U.S. residents surveyed
12% (a)
29%
47%
% of MLB fans
11%
11%
12%
Index
81
87
92
25-34 % of U.S. residents surveyed
14%
31%
50%
% of MLB fans
16%
17%
17%
Index
93
93
98
35-44 % of U.S. residents surveyed
15%
34%
54%
% of MLB fans
20%
20%
20%
Index
102
103
104
45-54 % of U.S. residents surveyed
16%
36%
55%
% of MLB fans
21%
21%
20%
Index
109
107
107
55-64 % of U.S. residents surveyed
15%
35%
53%
% of MLB fans
14%
15%
15%
Index
101
105
103
GENDER
Men % of U.S. residents surveyed
20%
42%
61%
% of MLB fans
65%
61% (b)
57%
Index
134
125
118
Women % of U.S. residents surveyed
10%
25%
43%
% of MLB fans
35%
39%
43%
Index
68
76
83
RACE/ETHNICITY
White % of U.S. residents surveyed
16%
34%
52%
% of MLB fans
86%
85%
85%
Index
103
103
102
African-American % of U.S. residents surveyed
12%
27%
45%
% of MLB fans
9%
10%
10%
Index
80
82
87
Spanish/Hispanic % of U.S. residents surveyed
13%
28%
42%
% of MLB fans
11%
11%
11%
Index
85
85
82
HOUSEHOLD INCOME
<$25K % of U.S. residents surveyed
11%
25%
38%
% of MLB fans
11%
11%
11%
Index
73
76
73
$25K-$40K % of U.S. residents surveyed
12%
28%
43%
% of MLB fans
17%
17%
17%
Index
83
84
84
$40K-$50K % of U.S. residents surveyed
14%
31%
50%
% of MLB fans
11%
12%
12%
Index
90
93
97
$50K-$75K % of U.S. residents surveyed
15%
34%
54%
% of MLB fans
19%
19%
19%
Index
103
103
105
$75K-$100K % of U.S. residents surveyed
17%
39%
59%
% of MLB fans
17%
17%
17%
Index
116
116
115
$100K-$150K % of U.S. residents surveyed
19%
41%
62%
% of MLB fans
15%
15%
14%
Index
127
122
121
$150K+ % of U.S. residents surveyed
20%
42%
62%
% of MLB fans
11%
10%
10%
Index
130
126
121 (c)


NOTES: (a) = 12% of U.S. residents between the ages of 18-24 are avid MLB fans. (b) = 61% of loyal MLB fans are male. (c) = MLB Fans are 21% more likely than the U.S. population surveyed to earn over $150K.

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