SBD/Issue 108/The Back of the Book

Scarborough Sports Marketing Examines Winter Olympic Fan Demos

Interest in the Winter Olympics is split 50/50 between males and females, according to data from Scarborough Sports Marketing. Interest in the Winter Games also seems to be fairly evenly divided among different age groups and household incomes. Below are other demographics related to respondents who said they were very, somewhat or a little bit interested in the Winter Olympics. Data was gathered from February '08 through March '09 (Scarborough Sports Marketing).

Demographic
% Of Respondents Who Are Very, Somewhat Or A Little Bit Interested In The Winter Olympics
GENDER
Men
50%
Women
50%
AGE
18-24
11%
25-34
17%
35-44
19%
45-54
20%
55-64
16%
65+
17%
LEVEL OF EDUCATION
8th grade or less
2%
Some high school (no graduation)
5%
High school graduate
32%
Some college (1-3 years)
31%
College graduate
(four-year university)
17%
Some post-graduate school
(no advanced degree)
3%
Post-graduate degree
11%
RACE/ETHNICITY
White
85%
Black/African-American
10%
Asian
3%
Other
3%
Spanish/Hispanic origin
10%
HOUSEHOLD INCOME
Less than $25,000
10%
$25,000 - $39,999
17%
$40,000 - $49,999
11%
$50,000 - $74,999
19%
$75,000 - $99,999
18%
$100,000 - $149,999
15%
$150,000+
11%
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