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Wednesday
January 31, 2007
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Super Bowl XLI: Demographics Of Bears And Colts Fans

The following Scarborough Research data presents NFL fan demographics for the local markets of the Bears and Colts, indexed to adults, aged 18+, in the local population. For more explanation, roll your cursor over highlighted numbers. Also presented are consumer buying trends for both sets of fans related to sporting goods stores. A fan is defined as someone who in the past 12 months either watched a game on TV, listened to a game on the radio or attended a game. Data was gathered from September ’05-August ’06 for Chicago and August ’05-July ’06 for Indianapolis. NR = Respondent level too low to report (Scarborough Research).

DEMOGRAPHICS	CHICAGO ADULTS	BEARS FANS	INDEX	INDY ADULTS	COLTS FANS	INDEX
BEARS AND COLTS FAN DEMOGRAPHICS
	100%	100%	100	100%	100%	100

GENDER
Men	48%	58%	119	48%	55%	113
Women	52%	43%	82	52%	55%	88

AGE
18-24	13%	11%	90	13%	12%	92
25-34	19%	18%	96	18%	19%	106
35-44	21%	21%	102	20%	22%	110
45-54	19%	20%	102	19%	19%	102
55-64	13%	14%	103	14%	14%	99
65+	15%	16%	105	16%	14%	86

RACE
White	79%	80%	101	88%	88%	101
Black	16%	16%	98	9%	8%	96
Hispanic	16%	11%	70	NR	NR	NR
Asian	3%	2%	76	NR	NR	NR
Other	2%	3%	113	NR	NR	NR

HOUSEHOLD INCOME
<$50K	40%	34%	85	53%	47%	89
$50K+	60%	66%	110	47%	53%	112
$75K+	43%	48%	114	27%	30%	113
$100K+	26%	30%	118	13%	16%	119

JOB SUMMARY
White collar	43%	46%	105	37%	40%	108
Blue collar	25%	25%	100	30%	29%	100

SPORTING GOODS STORES SHOPPED AT DURING PAST THREE MONTHS
Bass Pro Shops Outdoor World	3%	4%	126	NR	NR	NR
Dick's Sporting Goods	11%	15%	135	24%	28%	118
Finish Line	NR	NR	NR	5%	7%	132
Gander Mountain	4%	4%	113	5%	6%	114
Kmart	7%	7%	96	4%	4%	105
MC Sports	2%	3%	131	NR	NR	NR
Meijer	NR	NR	NR	10%	13%	128
Play It Again Sports	3%	4%	149	NR	NR	NR
Sears	4%	4%	121	NR	NR	NR
Sports Authority	13%	18%	139	NR	NR	NR
Target	13%	16%	120	9%	12%	128
Wal-Mart	18%	19%	108	24%	27%	111
Other store	7%	8%	112	8%	11%	130
Did not shop for sporting goods	58%	51%	88	55%	49%	89
Any sporting goods store	42%	49%	116	45%	52%	114

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