A new study from Scarborough Sports Marketing reveals that over 128 Million Summer Olympics Fans in the U.S. are gearing up for the torch lighting in Beijing on 08-08-08. Nationally, 57 percent of adults are Summer Olympics Fans, but 67 percent of adults in Denver, CO and Spokane, WA say they're "very, somewhat or a little bit" interested in the Summer Olympics.
The appeal of the games is so wide-ranging in the U.S. that only the NFL and Winter Olympics surpass it (marginally) in national popularity, says the report. Sixty percent of all adults are NFL fans and 58 percent are Winter Olympics Fans. Major League Baseball (MLB) and College Football round out the top five sports leagues. Fifty-one percent of adults are MLB fans, and 44 percent are college football fans.
Howard Goldberg, senior vice president, Scarborough Sports Marketing, said "In no other sport can an entire nation bond together and support the same team. A sponsor's ability to stretch their message and connect with fans from both urban communities and rural America creates an interesting duality... "
Among fan preferences in several Summer Olympics product sponsorship categories:
Summer Olympics Fans are slightly more likely than the national average to be male and married. Their appeal crosses income groups, although Fans tend to hail from higher income brackets as they are 24 percent more likely than the average consumer to have an annual household income of $150k or more. Summer Olympics Fans are average for having children in the household.
From a lifestyle perspective,
N.B. All sports Fans defined in this report are consumers who are "very, somewhat, or a little bit interested" in the Summer Olympics.
For more details about the Summer Olympics Fans, please visit Scarborough here.