San Antonio, Memphis and Salt Lake City are the top U.S. markets for avid NBA fans, according to data from consumer marketing firm Scarborough Sports Marketing. Avid NBA fans make up 9% of all U.S. adults ages 18+, with avidity being defined as those who say they are "very interested" in the league. Avid NBA fans are spread out over a wide range of ages, including Gen-Y (26%), Gen-X (30%), Baby Boomers (30%) and the Silent Generation (14%). Twenty-percent of avid NBA fans have an average household income of at least $100,000. Listed below are the top NBA markets in terms of fan avidity heading into the '11-12 season (Scarborough Sports Marketing).
| TOP NBA MARKETS FOR AVID FANS IN THE U.S. |
| MARKET | % | MARKET | % |
| San Antonio | 26% | Sacramento | 13% |
| Memphis | 19% | Atlanta | 13% |
| Salt Lake City | 18% | Denver | 12% |
| L.A. | 17% | Houston | 12% |
| Boston | 17% | Chicago | 12% |
| New Orleans | 17% | Orlando-Daytona Beach | 10% |
| Cleveland-Akron | 17% | DC | 10% |
| Indianapolis | 15% | Charlotte | 9% |
| Phoenix | 15% | S.F.-Oakland-San Jose | 8% |
| Portland | 15% | N.Y. | 8% |
| Dallas-Ft. Worth | 14% | Philadelphia | 7% |
| Oklahoma City | 13% | Milwaukee | 6% |
| Detroit | 13% | Minneapolis-St. Paul | 3% |
