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Upcoming Conferences and Events
SBD/Issue 185/The Back of the Book
Fan Demographics Among Major North American Sports Leagues
Published June 9, 2010
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%
|
