Scarborough Studies NBA Fans' Radio Listening
December 21, 2011 at 6:17 AM (PT)
SCARBOROUGH SPORTS MARKETING has released a study on the NBA's "Avid Fans" -- American adults 18+ who say they are "very interested" in the NBA -- that analyzed their radio listening habits. The firm believes that 9% (22 million) of all American adults are Avid NBA Fans, with an additional 5% of American adults who attended an NBA game in the past 12 months.
Among the results of the survey were:
* 18.7% of the 9.2 million persons 18+ who listen to NBA games on the radio use a wireless phone for social networking vs. 7.9% of the overall market.
* 20.3% who listen to NBA games on the radio spend 20+ hours a week online versus 14.1% for the overall market.
* 60.2% who listen to NBA games on the radio are employed full-time versus 43.9% of the overall market.
More details on the survey can be found here.