Scarborough Sports Marketing Examines MLB Fan Demographics

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The following presents Scarborough Sports Marketing research detailing MLB fan demographics, indexed to the U.S. population. For example, 19% of avid MLB fans earn between $50K and $75K. For more explanation, scroll cursor over highlighted numbers. A fan is defined as someone with at least a little bit of interest in MLB, while a loyal fan is somewhat interested and an avid fan is very interested. The information was gathered from August ’06–September ’07 (Scarborough Sports Marketing).

CURRENT LEVEL OF INTEREST IN MLB

DEMOGRAPHIC

AVID FAN

LOYAL FAN

FAN

AGE

18-24

% of U.S. residents surveyed

12% (a)

29%

47%

% of MLB fans

11%

12%

Index

25-34

% of U.S. residents surveyed

14%

31%

50%

% of MLB fans

16%

17%

Index

35-44

% of U.S. residents surveyed

15%

34%

54%

% of MLB fans

20%

Index

102

103

104

45-54

% of U.S. residents surveyed

16%

36%

55%

% of MLB fans

21%

20%

Index

109

107

55-64

% of U.S. residents surveyed

15%

35%

53%

% of MLB fans

14%

15%

Index

101

105

103

GENDER

Men

% of U.S. residents surveyed

20%

42%

61%

% of MLB fans

65%

61% (b)

57%

Index

134

125

118

Women

% of U.S. residents surveyed

10%

25%

43%

% of MLB fans

35%

39%

43%

Index

RACE/ETHNICITY

White

% of U.S. residents surveyed

16%

34%

52%

% of MLB fans

86%

85%

Index

103

102

African-American

% of U.S. residents surveyed

12%

27%

45%

% of MLB fans

10%

Index

Spanish/Hispanic

% of U.S. residents surveyed

13%

28%

42%

% of MLB fans

11%

Index

HOUSEHOLD INCOME

<$25K

% of U.S. residents surveyed

11%

25%

38%

% of MLB fans

11%

Index

$25K-$40K

% of U.S. residents surveyed

12%

28%

43%

% of MLB fans

17%

Index

$40K-$50K

% of U.S. residents surveyed

14%

31%

50%

% of MLB fans

11%

12%

Index

$50K-$75K

% of U.S. residents surveyed

15%

34%

54%

% of MLB fans

19%

Index

103

105

$75K-$100K

% of U.S. residents surveyed

17%

39%

59%

% of MLB fans

17%

Index

116

115

$100K-$150K

% of U.S. residents surveyed

19%

41%

62%

% of MLB fans

15%

14%

Index

127

122

121

$150K+

% of U.S. residents surveyed

20%

42%

62%

% of MLB fans

11%

10%

Index

130

126

121 (c)

NOTES: (a) = 12% of U.S. residents between the ages of 18-24 are avid MLB fans. (b) = 61% of loyal MLB fans are male. (c) = MLB Fans are 21% more likely than the U.S. population surveyed to earn over $150K.

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