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Research and Ratings

Data Supports Theory That Biggest Driver Of People Following NFL “Less Closely” Is Politics

There is reason to believe that the NFL’s current ratings troubles may not last, according to new data from research firm Civic Science. The Pittsburgh-based group operates real-time, in-market reader surveys for more than 350 news outlets, content and social networks nationwide. The firm conducted an online poll from Oct. 28-Nov. 1 of 2,106 NFL fans aged 13 and older, seeking to explore the differences between those who say that so far this season they are following the NFL more closely (11% said they are) and less closely (51% of the respondents). Civic Science data indicates that the single biggest driver of people following the NFL “less closely” right now appears to be politics, either because these viewers were offended by the National Anthem protests or simply too distracted by all of the election news elsewhere. Civic Science Founder & CEO John Dick said that in either case, it is "reasonable to conclude that a lot of the NFL’s ills will dissipate after the election season and its hangover is done."

THE WHO & WHY: Those who are following the NFL less tend to be ages 55 and older, parents and/or grandparents, homeowners or living in rural parts of the South and Midwest -- demos that seem to fit a significant part of Donald Trump’s base. Additionally, 76% of those who read political web sites or blogs are following the NFL less (35% more likely to do so than the general U.S. population). Some 65% of those following politics very closely say they are following the NFL less (24% more likely than U.S. population), while 69% of those who believe Trump is qualified to be President are following the NFL less (30% more likely than U.S. population). Around 60% of those who have contributed financially to a candidate, political party or political causes are following the NFL less (17% more likely than U.S. population). On the flip side, an important part of Hillary Clinton’s voter block is watching more football. Around 46% of people under 25 are following the NFL more (twice as likely as the remaining age groups), while 20% of Hispanics and 17% are African Americans are following the NFL more (twice as likely, and 67% more likely, respectively, than the U.S. population).

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