SBD/Issue 12/The Back of the Book

Scarborough Research Examines NFL Fan Demos, QSR Preferences

Recent Scarborough Research data indicates that NFL fans closely resemble the general U.S. population in many key demos, including age, race and income. Notable discrepancies include gender, with men accounting for only 49% of the general population but 58% of all NFL fans, while women account for 51% of the general population and only 42% of NFL supporters. The data, collected from February '08 through March '09 from 130,344 respondents, also indicates that while those of Spanish/Hispanic origin make up 14% of the U.S. population, the group only accounts for 11% of NFL supporters. Also, those with household incomes of $100K+ make up only 21% of the U.S. population, but they account for 25% of all NFL fans (Scarborough Research).

DEMOGRAPHIC DATA FOR NFL FANS
DEMOGRAPHIC
U.S. POP.
NFL FANS
INDEX
(TO U.S. POP.)
GENDER
Men
49%
58%
120
Women
51%
42%
81
AGE
18-24
12%
12%
98
25-34
18%
18%
100
35-44
19%
20%
105
45-54
19%
20%
104
55-64
15%
15%
101
65+
17%
16%
91
RACE/ETHNICITY
White
83%
83%
100
African-American
12%
12%
100
Asian
2%
2%
94
Other
3%
3%
98
Spanish/Hispanic
14%
11%
78
HOUSEHOLD INCOME
<$25K
14%
10%
76
$25-35K
12%
11%
87
$35-50K
19%
18%
94
$50-75K
18%
19%
104
$75-100K
15%
18%
113
$100K+
21%
25%
115

SEARCHING FOR FOOD: While the NFL currently has a three-month promotional partnership with IHOP, the league has been without a QSR sponsor since Burger King left following the '07 season. McDonald's ranks as the favorite QSR among NFL fans, with 50% listing the fast-food restaurant as their favorite among QSRs visited in the previous 30 days (from August '08 through March '09).

QSR PREFERENCES AMONG NFL FANS (PAST 30 DAYS)
QSR
U.S. POP.
NFL FANS
INDEX
(TO U.S. POP.)
McDonald's
47%
50%
107
Subway
26%
29%
109
Burger King
25%
27%
107
Wendy's
23%
26%
112
Taco Bell
22%
24%
110
KFC
18%
18%
102
Arby's
14%
15%
109
Pizza Hut
13%
14%
107
Chick-fil-A
10%
11%
116
Starbucks
10%
11%
106
Dunkin' Donuts
8%
9%
111
Panera Bread
8%
8%
110
Sonic
7%
8%
110
Domino's
7%
7%
104
Jack In The Box
7%
7%
104
Dairy Queen
6%
7%
110
Papa John's
6%
7%
113
Quizno's
6%
6%
109
Little Caesar's
6%
6%
103
Popeyes
5%
6%
115
Hardee's
5%
5%
105
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