Demographics For Fans Of NBA, NHL Finals Teams

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Scarborough Sports Marketing last year surveyed more than 230,000 residents in 81 U.S. markets, measuring a variety of topics. The following shows consumer preferences of fans surveyed in the markets of the four teams playing in the NBA and NHL Finals. Scarborough defines a fan as one who watched a team on TV or listened to a game on the radio within the month prior to being surveyed or attended a game within the past year. For example, 47% of the 3,153 adults in Detroit surveyed from Feb. '07-Jan. '08 claimed to be a Red Wings fan, while 30.7% of those fans ate at Burger King within the past month (Scarborough Sports Marketing).

TEAM

MEDIAN AGE

FAN BASE

MALE

BURGER KING

MCDONALD'S

SPRINT PCS

VERIZON WIRELESS

Lakers

42.8

30%

62.7%

28.5%

49.4%

10.9%

33.3%

Red Wings

45.7

47%

57.7%

30.7%

51.4%

9.7%

28.0%

Penguins

45.1

39%

61.0%

31.7%

53.2%

42.7%

Celtics

41.8

23%

61.4%

27.8%

50.8%

35.7%

* = Too few respondents to report

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