SBD/Issue 185/The Back of the Book

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  • Fan Demographics Among Major North American Sports Leagues

    The NFL and MLB boast the highest levels of female fans among major pro sports leagues in the U.S., according to data from Scarborough Sports Marketing. The data, gathered during a year-long period ending in September '09, also shows that MLS is the only major league with fans ages 18-34 as the largest portion of its base (37.8%). NHL fans spend more time on the Internet than fans of other major leagues, with 14.9% spending 20+ hours on the Web per week. Below are select demographics for fans of MLB, MLS, NASCAR, the NFL, NHL and NBA (Scarborough Sports Marketing).

    DEMOGRAPHIC
    MLB MLS NASCAR NBA NFL NHL
    GENDER
    Men
    58.8%
    60.5%
    63.1%
    60.2%
    58.7%
    63.6%
    Women
    41.2%
    39.5%
    36.9%
    39.8%
    41.3%
    36.4%
    AGE
    Age 18-34
    28.0%
    37.8%
    29.4%
    31.9%
    29.6%
    33.4%
    Age 35-49
    28.8%
    31.8%
    30.0%
    28.9%
    29.1%
    32.1%
    Age 50+
    43.1%
    30.4%
    40.6%
    39.2%
    41.3%
    34.4%
    RACE/ETHNICITY
    White
    84.5%
    81.9%
    85.7%
    77.6%
    83.0%
    86.0%
    Black/African-American
    10.2%
    11.2%
    9.6%
    16.4%
    11.7%
    8.5%
    Other
    5.3%
    6.9%
    4.7%
    6.0%
    5.3%
    5.5%
    Spanish/Hispanic origin
    11.5%
    23.2%
    9.4%
    13.9%
    10.9%
    9.1%
    HOUSEHOLD INCOME
    <$25K
    10.7%
    11.3%
    12.6%
    11.5%
    11.0%
    8.7%
    $25-35K
    10.6%
    11.2%
    12.4%
    11.4%
    11.1%
    8.9%
    $35-50K
    18.0%
    16.9%
    19.8%
    18.2%
    18.3%
    16.5%
    $50-75K
    18.2%
    16.7%
    19.3%
    17.7%
    18.4%
    18.6%
    TIME SPENT ON INTERNET PER WEEK
    <1 hour
    4.9%
    4.7%
    5.3%
    4.8%
    5.4%
    4.6%
    1-4 hours
    22.4%
    21.6%
    22.4%
    22.1%
    22.3%
    22.1%
    5-9 hours
    19.9%
    20.4%
    18.8%
    19.7%
    19.9%
    21.6%
    10-19 hours
    14.3%
    15.8%
    12.9%
    14.3%
    13.6%
    16.7%
    20+ hours
    12.7%
    13.8%
    12.2%
    13.1%
    12.8%
    14.9%
    INTERNET USE PAST 30 DAYS
    Cable TV network site
    6.4%
    8.2%
    5.5%
    6.6%
    6.3%
    8.1%
    Download/listen to audio clips
    9.4%
    13.0%
    8.9%
    10.4%
    9.2%
    11.3%
    Download/watch TV programs
    8.9%
    13.5%
    7.4%
    9.8%
    9.0%
    10.9%
    Download/watch/listen to podcasts
    3.9%
    5.4%
    3.0%
    4.3%
    3.8%
    4.6%
    Fantasy sports
    5.2%
    6.0%
    4.8%
    5.9%
    4.8%
    7.5%
    Listen to radio
    11.1%
    15.1%
    10.6%
    11.8%
    10.9%
    13.4%
    Sports scores/updates
    26.4%
    32.0%
    24.1%
    28.6%
    24.5%
    33.5%

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