Sports Fan Market 2011 / Digital Sports Fan Market 2012

Sports Fan Market 2011 is a statistical study of 15 sports attended or viewed from October 2010 to September 2011. The consumer survey was conducted online in October 2011 among a representative panel of U.S. consumers age 13 or older. A total of 67,641 panel members were sent an email invitation with a link to complete the survey.

Each respondent reported on their attendance or viewership (on television, computer/laptop/netbook, tablet, or a smart phone) of 15 professional and college sports from October 2010 to September 2011. The age and gender of the respondent was obtained as well as the place of purchase, the amount spent on related sports apparel purchased, participation in sports, athletic footwear purchased, and social media usage during the same time period.

The data is weighted to represent the demographic composition of the continental U.S. based households on the following five characteristics: geographic region, income, household size, age and gender. Residents of Alaska and Hawaii were not included in this survey. The data is also weighted to the U.S. population of 256.3 million individuals age 13 or older.

The tables in this report show the demographic distribution of participants for each sport by geographic region. The states in the geographic regions are:

These regions are the same as those used by the U.S. Bureau of the Census, except Alaska and Hawaii are not included.

The Sports Fan Market 2010 (Data for 2009)

Sports Fan Market 2010 is a statistical study of 14 sports attended or viewed from October 2008 to September 2009. The study was conducted by Irwin Broh Research, Chicago, Illinois, a nationally recognized market research firm with significant experience in conducting sporting goods and sport marketing studies

The consumer mail survey was conducted in October 2009 among a representative panel of U.S. 20,000 households. The response rate was 59%, providing a survey results base of approximately 12,000 individuals, age 16+.

Each household was sent a questionnaire asking for the person in the household age 16 and older whose birthday was next to report on their attendance or viewership (on television, via internet, or on a mobile device) of 14 professional and college sports from October 2008 to September 2009. The age and gender of the respondent was obtained as well as the place of purchase and the amount spent on related sports apparel purchased during the same time period.

The data is weighted to represent the demographic composition of the continental U.S. based households on the following five characteristics: geographic region, income, household size, age of household head, and population density. Residents of Alaska and Hawaii were not included in this survey. The data is also weighted to the U.S. population of 234.7 million individuals age 16 or older. The tables in this report show the demographic distribution of participants for each sport by geographic region.

These regions are the same as those used by the U.S. Bureau of the Census, except Alaska and Hawaii are not included.

The data for individual activities are percentaged both horizontally and vertically.

In most tables, three figures are shown:
The first (top) indicates attendance or TV viewership (in thousands).
The second (middle) is the vertical percentage.
The third (bottom) is the horizontal percentage.*

*An extra auxiliary vertical percentage is shown on a secondary base row in some tables. In these tables, the auxiliary percentage is the third figure shown before the fourth, horizontal percentage.

*An extra auxiliary vertical percentage is shown on a secondary base row in some tables. In these tables, the auxiliary percentage is the third figure shown before the fourth, horizontal percentage.

• Methodology (2009 and 2011)
• Overview Report
  • 2010 (for data year 2009)
  • 2011 (available on or before January 15, 2012)
• Facebook vs. Twitter
• Sport by Sport Market Reports