Media Audit Looks At Sports Fans

Study Of Sports Fans

THE MEDIA AUDIT OCTOBER newsletter reports that a study of sports TV and radio shows 61% of American adults regularly follow pro football on radio or TV, up from 57.9% four years ago, with 51.2% following baseball, up from 49.5% in 2005. Hockey jumped from 14.4% to 22.7% in the same time frame, and college football rose slightly from 44.6% to 45.9%.

In addition, the study suggests that people with higher incomes are more likely to follow sports on radio and TV; 71.6% of adults earning $100,000 or more follow pro football, with 61.6% following baseball and 29.3% following hockey.

The study also says that 16.1% of the 9.3 million sports radio listeners frequently dine out at a full-service restaurant more than twice a week in a typical two-week period, a figure 30% higher than the typical U.S. adult. Radio listeners are also 57% more likely to plan to buy a vehicle priced over $30,000 and 80% more likely to be frequent domestic fliers. The study was conducted in JANUARY and FEBRUARY 2009.

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