Scarborough Studies NBA Fans' Radio Listening

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.

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