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Tennis Demos Show Fans Older, Wealthier; DC, West Palm Top Markets For Avidity

Around 3.4% of U.S. adults claim to be very interested in men's and/or women's tennis, while 20.1% have some sort of interest, according to data from Scarborough Sports Marketing. The more avid tennis fans tend to be in older demos (45-64, 65+), live in households with larger incomes ($100K+, $250K+) and have some sort of advanced education. Among different races/ethnicities, African Americans and Asians have higher levels of avidity for tennis than Caucasians or those with Spanish/Hispanic background.

INTEREST LEVELS AMONG U.S. ADULTS
IN MEN'S AND/OR WOMEN'S TENNIS
DEMOGRAPHIC
VERY INTERESTED
ANY INTEREST
AGE
18-29
2.8%
18.3%
30-34
3.0%
20.1%
45-64
3.6%
21.5%
65+
4.4%
19.3%
LEVEL OF EDUCATION
Four-year college graduate
4.1%
26.9%
Some graduate work or graduate degree
4.8%
28.9%
GENDER
Male
3.7%
24.0%
Female
3.1%
16.4%
RACE/ETHNIC ORIGIN
Caucasian (non-Hispanic)
2.8%
19.2%
Black/African American (non-Hispanic)
7.1%
29.8%
Spanish/Hispanic origin
2.7%
15.0%
Asian
6.2%
30.8%
Other
4.4%
22.3%
HOUSEHOLD INCOME
$50K+
3.7%
24.0%
$75K+
3.9%
26.1%
$100K+
4.4%
28.2%
$250K+
5.8%
33.2%
     

COMING TO YOUR CITY: Both the ATP World Tour and WTA are in the middle of an annual spring U.S. swing, with both tours currently in Miami for the Sony Ericsson Open. On the ATP World Tour, the U.S. is home to three of nine Masters Series events, which is the level just under majors. The DC market, which plays host to both an ATP and WTA tour as part of the U.S. Open Series in the summer, ranks as the U.S. market with the highest level of avidity for tennis. Just over 30% of residents in that market claim to be tennis fans. The only U.S. market in the top five for tennis avidity without a tournament is Raleigh-Durham.

POPULARITY OF TENNIS AMONG U.S. MARKETS
WHICH HOST AN ATP OR WTA EVENT*
MARKET
% OF RESIDENTS THAT ARE TENNIS FANS
DC
30.3%
West Palm Beach-Ft. Pierce
30.0%
N.Y.
27.7%
Atlanta
27.5%
Miami-Ft. Lauderdale
26.3%
S.F./Oakland/San Jose
25.5%
Cincinnati
23.9%
Memphis
23.4%
San Diego
23.0%
Greensboro-High Point-Winston-Salem
22.5%
Hartford-New Haven
21.2%
L.A.
20.9%
Dallas-Ft. Worth
20.2%
Houston
20.1%
Providence-New Bedford
19.5%
 

NOTES: * = Figures unavailable for markets of Palm Springs, Calif., and Charleston, S.C.

 

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