SBD/Issue 185/The Back of the Book

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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