• by Jack Loechner , Staff Writer @mp_research, September 3, 2001

According to a just-released report from Statistical Research, Inc. (SRI), sponsored by ESPN and the Amateur Athletic Foundation (AAF), 93% of kids 8 to 17 are exposed to sports content via media, and 28% use sports media daily. 55% of sports media users said that TV accounts for more of their exposure to sports content than any other medium, according to The Children and Sports Media Study.

After TV, kids' sports media preferences include, in order of preference:

- videogames
- magazines
- newspapers
- the Internet
- and radio

Boys are heavier sports media consumers overall, but girls are not far behind (97% versus 89%), with the sexes showing clear preferences for different media, and different sports.

- 84% of kids reporting some Olympic viewing
- NFL football was a close second at 80%
- basketball, baseball, and extreme sports following

The report shows that 70% of kids who watch sports on TV -- and 67% of those who listen to them on the radio -- do so with other people present. Parents were most often cited as co-viewers or -listeners, with fathers outnumbering mothers by more than two to one.

Read more here.