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When Massachusetts Senate candidate Martha Coakley suggested in a radio interview that Curt Schilling had played for the Yankees instead of the Red Sox, her gaffe was doubly costly because: (1) the Democratic stronghold of Boston is the number one baseball market in the country with 77% of high turnout voters following the Sox on TV and radio; and (2) baseball fans are more likely to vote, with 60% of fans saying they always vote in statewide elections compared to just 50% of all adults. In a closer election, the Coakley-Schilling affair could have been an even bigger deal.
Sports Fans are High Turnout Voters Some call politics a sport, and sports fans seem to agree. Sports fans are more likely to be interested in politics and more likely to vote than non-fans, according to our research. The graph at the right shows the percent of fans for twenty six sports who say they “always” vote in statewide elections. Fans of nineteen sports vote at rates above the 50% national average, while only seven sports score below. Most likely to be voters are those who are “very interested” in the PGA or the LPGA tours – 65% of these golf fans say they always vote in statewide elections. College sports are another favorite of higher turnout voters, with basketball in the spring and football in the fall campaign season. (See the “Annual Sports Calendar” inside) The fan bases of golf and college sports are older, have higher incomes and are better educated, which means they are also more likely to vote.
The Politics of Sports Fans
815 Slaters Lane, Alexandria VA 22314 • Tel: 703.683.4877 • www.NMRPP.com© 2010 NMRPP LLC. All rights reserved.
Public Affairs & Political Media Research SeriesApril/May 2010
NATIONAL MEDIA RESEARCH, PLANNING & PLACEMENT LLC
© 2010 NMRPP LLC. All rights reserved.
Source: NMRPP analysis of Scarborough Research Multi-Market 2009 survey Aug. 2008 – Sept. 2009. N = 214,751 adults.
Boston media market:Percent of high turnout voters following
teams on television or radio
77%
16%
Percent of Sport Fans Who Vote
Among adults who are "very interested" in the PGA, 65% report that they always vote in statewide elections. Among all adults, 50% report always voting.
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PGA Tour
LPGA Tour
High School Sports
College Basketball
College Football
Winter Olympics
Major League Baseball
Summer Olympics
Men’s Tennis (ATP)
National Hockey League
IndyCar Series
Women’s Tennis (WTA)
Horse Racing
National Football League
Pro Beach Volleyball (AVP)
NASCAR
WNBA Basketball
Pro Rodeo
Pro Bull Riding (PBR)
ALL ADULTS
NBA Basketball
NHRA Drag Racing
Major League Soccer
Supercross/Motocross
Monster Trucks
WWE Wrestling
Extreme/Action Sports
0 10 20 30 40 50 60 70
Political Bracketology: GOP Leaning Fans Win Three of Four Elite Eight Contests If the Elite Eight was a leading indicator of national election outcomes, then the 2010 midterms would be very good for the Republicans. In three of the four games, the team with the more Republican fan base beat the team with the more Democratic fan base. Only Tennessee, with a heavily Republican fan base, lost to Michigan State which has fans who are more evenly balanced between the two parties. We also looked at fan intensity. Perennially winning teams build strong fan bases, but in three of the four 2010 Elite Eight games, the losing team had the stronger home fan base. Only in the Duke-Baylor game did the winner have the more passionate fans back home. Our political fan profiles are based on a total of 31,846 interviews conducted by Scarborough Research prior to the start of the 2009-2010 season. (See details below.) From the 81 markets available to us, we selected one or more DMA’s to represent the home market for
By Will Feltus, Tracey Robinson and Ben Angle; Jeannie Mitchell, Art DirectorFor copies or information, contact: Robin Roberts (robinr@natmedia.com) or Greg Cleveland (gregc@natmedia.com)
ONLINE: This report plus other public affairs and political media research is available at www.NMRPP.com/research. To receive our e-mail reports, or to add or delete names from our mail list, please send email to research@natmedia.com.
each of the eight teams. (Unfortunately for Baylor, data is not available for Waco and we were forced instead to use Dallas and Austin, resulting in lower fan interest scores for Baylor.) Our political index scores are based on the group of adults who say they watch the team on broadcast television or on cable television, or listen to them on the radio. For Michigan State, this fan base is 30% of adults in the combined Detroit, Flint, and Grand Rapids media markets. To get the party index scores, we compare the partisanship of Michigan State fans to the partisanship of all adults in those media markets. The Republican index score of 111 means that Spartans fans are 11% more likely to be a Republican or Republican leaner when compared to the overall local adult population. The Democratic index score is 109, so the Spartans fan base is a party-toss up. Meanwhile, down in Knoxville, the Vols fans are indexing at 118 for Republicans and only 88 for Democrats, a 30 point Republican advantage.
% of all Adults % of Likely VotersRepublican/ Lean Rep
Democrat/ Lean Dem Notes
MI Michigan State 12 13 30 111 109 R+2Historically, there is less fan interest in BB at Mich. State which competes in a tough two major university marketplace with the University of Michigan. Red Wings are the big winter-spring sport in Mich.
Detroit, Flint, Grand Rapids (Lansing N/A)
TN Tennessee 23 30 49 118 88 R+30Fan interest here is second only to Kentucky, but still second fiddle to UT football which is followed by 61% on TV and radio. Lady Vol's BB is followed by 45%.
Knoxville
IN Butler 20 25 14 115 82 R+33Butler has a strong following in a competitive sports market ruled by the Colts, followed by 69%. The University of Indiana Hoosiers are followed by 32%.
Indianapolis
KS Kansas State 27 33 31 111 106 R+5As in Michigan, the state of Kansas has two major universities competing for fans. University of Kansas BB is followed by 25%.
Wichita, Kansas City (KS portion)
WV West Virginia 19 24 28 126 99 R+27Mountaineers sports have a very solid fan base. WVU BB is second only to WVU football--34% thanks to a lack of local pro sports in the state. 27% follow the Steelers, 25% UK BB and 22% follow the Bengals.
Charleston-Huntington
KY Kentucky 38 47 57 107 100 R+7Interest in the Wildcats and the Univ of Louisiville (followed by 43%) combine to give Kentucky the country's highest concentration of college BB fans. Only the Derby is more popular, followed by 64%.
Lexington, Louisville
NC Duke 26 33 30 109 111 D+2In their home market Raleigh-Durham, Duke is followed by 30% and UNC by 39%. Unlike TN, college BB is king in Carolina, as the three research-triangle schools have larger BB fan bases than football.
Raleigh, Charlotte, Greensboro
TX Baylor 7 10 5 107 128 D+21Survey data is not available for Baylor's home market of Waco, which is sandwiched between the Dallas and Austin DMA's where Cowboys football (63%) rules. Baylor fan interest would be higher in Waco.
Dallas, Austin, (Waco N/A)
19 24 26 115 100 R+15
24 30 36 111 106 R+5
The 2010 NCAA Final Four and Elite Eight: Political profiles of home market fans.
Where teams stood going into the 2009-2010 season: These data show where the teams stood going into the 2009-2010 season using local market surveys conducted by Scarborough Research from August 2008-September 2009. Adult 18+ sample sizes by market groups: Detroit, Flint and Grand Rapids DMAs N=7,130; Knoxville DMA N=1,986; Indianapolis DMA N=1,991; Kansas City (KS counties only) and Wichita DMA N=2,849; Charleston-Huntington DMA N=2,009; Lexington and Louisville DMAs N=3,999; Charlotte, Greensboro and Raleigh DMAs N=6,828; and Austin and Dallas DMAs N=5,054.
Average Winners
Average Losers
FOLLOW TEAM ON TV/RADIO
Party Margin% of all Adults
"VERY INTERESTED" IN MEN'S COLLEGE BASKETBALL
Media Markets Used in Analysis
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Party Index Scores
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Written by Will Feltus; Tracey Robinson, Editor; Jeannie Mitchell, Art Director; Additional research: Bradley Engle and Belinda Smith.For copies or information, contact: Robin Roberts (robinr@natmedia.com) or Greg Cleveland (gregc@natmedia.com)
ONLINE: This repor t plus other public affairs and political media research is available at www.NMRPP.com/research. To receive our e-mail repor ts, or to add or delete names from our mail list, please send email to research@natmedia.com.
© 2010 NMRPP LLC. All rights reserved. © 2010 NMRPP LLC. All rights reserved.
At the other end of the turnout spectrum are “performance sports” favored by younger adults who are less likely to vote. These include: “extreme” sports, profes-sional wrestling, monster trucks, and motorcycle sports. Professional soccer is another low turnout sport because of its large fan base of Hispanics, who are less likely to vote than non-Hispanic Americans.
Hard-to-Find RepublicansAre Reached with Sports Our media research reveals that Democratic voters watch more television overall than Republicans and swing voters. We call this the “GRP Gap.” The audiences of most television program formats skew Democratic, as illustrated in the top bubble graph in the insert (Bubble A.) Of twenty-two television program formats, nineteen of them have audiences that are more Democratic than the adult population as a whole. Daytime talk shows (bubble on far left) have the most Democratic audiences. The “GRP Gap” means that Democratic advertis-ers have more program choices and less expensive dayparts available to reach their base target voters. Republican campaigns have to work harder to reach their voters and, for our firm’s Republican clients, sports can be a very good place to find them.
Partisanship, Voting and Sports The sports audience overall skews Republican and high turnout. Of the twenty-six sports profiled in bubble B (insert), fourteen of them have fan bases that are more Republican and more likely to vote than the average adult. The relative sizes of the individual bubbles are proportionate to the number of American adults who say they are “very interested” in the sport – larger bubbles mean more fans. Presidents and politicians of both parties have been known to enjoy a round or two, but golf fans nationally are more likely to be Republicans than Democrats. The fan base that became a political cliché – NASCAR – also skews Republican, but stock car fans are less likely to vote. College football fans are more Republican and more likely to vote than NFL fans. The same is true for college basketball versus the NBA, with pro fans significantly more Democratic and less likely to vote than college basketball fans.
Sports ReachesOpinion Leaders Sports programming is also an effective way to reach opinion leaders. Our research based Influence Index model identifies the 10% of Americans who are opinion elites based on behavioral characteristics such
as political and charitable giving, volunteerism, news consumption, and other behaviors. Elites are only 10% of the adult population, but elites account for nearly 20% of the audiences for golf, tennis, and college sports. Elite fans of golf and college sports are more likely to be Republicans, while elites fans of tennis are more likely to be Democrats.
More Live Viewers,Less DVR Ad Skipping Sports fans are more attentive and engaged than viewers of most other program formats, and most fans prefer watching sports events live rather than time-shifted on a DVR. This means that political or issue advertising in a sports event is less susceptible to ad-skipping during DVR playback. The table below shows non-live, time-shifted viewing for several program genres in 2009 as estimated by Nielsen. Reality and talent competitions (e.g. “American Idol”) have the highest percentages of time-shifted viewing, averaging nearly 19% of total viewing. By comparison, time-shifted viewing accounts for only 5% of sports event viewing and 2.5% of sports news viewing. Nationally, around 40% of likely voters now have a DVR in the household, and the percentage will continue to grow.
Like Politics,Sports is Local The findings described in this paper are based on national data, but there are significant regional and local variations in voters’ sports preferences that must be considered when planning sports as part of a media campaign. For example, fourteen percent of high turnout voters nationally say they are “very interested” in college basketball. But interest is much higher in Kentucky where fans follow the University of Kentucky and the University of Louisville. Louisville is the top college hoops market with 51% of likely voters saying they are very interested, followed by Lexington with 43% very interested. Markets in North Carolina and Kansas round out the college basketball top five. Top five market rankings for twenty-one major and minor sports are listed in the insert included with this report.
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J A N U A R Y F E B R U A R Y M A R C H A P R I L J U N EM A Y J U L Y S E P T E M B E RA U G U S T O C T O B E R N O V E M B E R D E C E M B E R
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REPUBLICAN LEAN %
IND
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131 116 119 127 122 116 120 118 102 104 115 115 122 126 117 120 80
100
92
R+39
121
130
91
R+30 R+16 R+33 R+28 R+27 R+25 R+27 R+29 R+30 D+30R+19 R+19D+12 D+5 R+13R+18 R+18
100 86 99 95 91 98 95 91 114 109 97 102 93 96 98 101 110
102 112 98
102
D+15
117
96 107
127
R+36
104 111 118 113 88
120
R+25
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107
114
R+14
100
112 101 113
126
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108 100 109
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D+11
111
97 95 103
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D+21
116
73 99 92
125
R+26
99
96
102
D+13
115
95
DEMOCRAT LEAN %
INDEPENDENT %
Time-Shifted Viewing as Pct. of
Total Viewing
Talent/Reality 18.6%Drama 12.9%Comedy/Variety 11.4%Soap Operas 10.5%Sporting Events 4.6%Sporting News 2.5%
The Year in Sports: Political Profiles of Sports FansThis timeline shows a selection of sports during the year, the percent of likely voters who are very interested (height of bar), and the relative partisanship of the fans (red = more Republican fans; blue = more Democratic fans).
© 2010 NMRPP LLC. All rights reserved.
54 Pittsburgh, Pa. 41 Salt Lake City, Utah 55 Birmingham, Ala.52 Green Bay, Wis. 39 San Diego, Calif. 49 Knoxville, Tenn.44 Milwaukee, Wis. 35 Bakersfield, Calif. 47 Oklahoma City, Okla.42 Providence, R.I. 34 Des Moines, Iowa 43 Columbus, Ohio41 New Orleans, La. 33 Denver, Colo. 40 Jacksonville, Fla.
41 Boston, Mass. 51 Louisville, Ky. 23 Greensboro, N.C.37 Providence, R.I. 43 Lexington, Ky. 22 Greenville, S.C.33 St. Louis, Mo. 36 Greensboro, N.C. 20 Roanoke, Va.30 Philadelphia, Pa. 33 Wichita, Kan. 18 Jacksonville, Fla.29 Hartford, Conn. 32 Raleigh, N.C. 18 Chattanooga, Tenn.
33 San Antonio, Texas 17 Fort Myers, Fla. 20 Wilkes-Barre, Pa.19 Cleveland, Ohio 16 Orlando, Fla. 18 El Paso, Texas18 Salt Lake City, Utah 14 West Palm Beach, Fla. 17 Wichita, Kan.18 Phoenix, Ariz. 14 Tampa, Fla. 17 Birmingham, Ala.17 Boston, Mass. 14 Jacksonville, Fla. 17 Des Moines, Iowa
29 Pittsburgh, Pa. 8 Fort Myers, Fla. 8 Miami, Fla.27 Detroit, Mich. 8 West Palm Beach, Fla. 7 Fort Myers, Fla.24 Buffalo, N.Y. 7 Miami, Fla. 7 West Palm Beach, Fla.17 Flint, Mich. 7 San Diego, Calif. 7 San Diego, Calif.14 Grand Rapids, Mich. 6 New York, N.Y. 6 Las Vegas, Nev.
11 Oklahoma City, Okla. 8 Albuquerque, N.M. 10 Indianapolis, Ind.10 Albuquerque, N.M. 7 St. Louis, Mo. 8 Albuquerque, N.M.10 Tulsa, Ariz. 6 Fresno, Calif. 7 Phoenix, Ariz.8 Little Rock, Ark. 6 Knoxville, Tenn. 6 Cleveland, Ohio7 Wichita, Kan. 6 Jacksonville, Fla. 5 Oklahoma City, Okla.
10 Louisville, Ky. 5 Toledo, Ohio 8 Harlingen, Texas9 Lexington, Ky. 5 Flint, Mich. 6 Charleston, W.Va.7 Albuquerque, N.M. 5 St. Louis, Mo. 6 Birmingham, Ala.6 Charleston, W.Va. 4 Wilkes-Barre, Pa. 6 Little Rock, Ark.6 Oklahoma City, Okla. 4 Roanoke, Va. 5 Phoenix, Ariz.
8 Honolulu, Hawaii 6 San Diego, Calif. 9 Hartford, Conn.6 Fort Myers, Fla. 5 El Paso, Texas 6 Chattanooga, Tenn.5 Orlando, Fla. 4 Seattle, Wash. 5 Knoxville, Tenn.5 West Palm Beach, Fla. 4 Houston, Texas 3 Little Rock, Ark.4 Boston, Mass. 3 Los Angeles, Calif. 3 Nashville, Tenn.
Horse racing (3%)
Olympics (28%)
WWE (2%)
Men's tennis (4%)
IndyCar Series (3%)Pro Bull Riding (3%)
High school sports (9%)
Women's tennis (3%)
NBA (9%)
WNBA (2%)
MLB (17%)
Minor League Baseball (2%)
NHRA Drag Racing (3%)
NHL (5%)
MLS (2%)
NASCAR (10%)
PGA TOUR (9%)
LPGA Tour (2%)
College basketball (14%)
College football (23%)
Voters' Top-Five Media Market Rankings for Major and Minor Sports
NFL (29%)
Ranked by percent of high turnout voters in media market who are "very interested". Kentucky markets Louisville (51%) and Lexington (43%) top the list for college basketball. Nationally, 14% of all high turnout voters are very interested in college basketball.
Public Affairs & Political Media Research SeriesApril/May 2010
NATIONAL MEDIA RESEARCH, PLANNING & PLACEMENT LLC
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Public Affairs & Political Media Research SeriesApril/May 2010
NATIONAL MEDIA RESEARCH, PLANNING & PLACEMENT LLC
Kids shows
Reality - datingMusic videos
Daytime talk shows
Late night talk
Reality - adventure
Court showsDaytime soaps
Mystery/suspense/crime
Game shows
National/network news
Documentaries
Local evening news
Local late news
Local morning news
Dramas Religious
Sports
Reality - talentScience fiction
Comedies
Movies
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Republican Index Minus Democrat IndexDEMOCRAT SKEW REPUBLICAN SKEW
High TurnoutRepublicans
High TurnoutDemocrats
Low TurnoutRepublicans
Low TurnoutDemocrats
Pro Bull Riding
Olympics
WNBA
NBA
Women's tennis (WTA)
Men's tennis (ATP)
Grand-Am Sports Car racing
Major League Soccer (MLS)
WWE (pro wrestling)
Extreme/action sports
Monster trucks Supercross/Motocross
NHRA Drag Racing
PGA TOUR (men's golf)
College football
NASCAR
NFL
NHL
LPGA Tour (women's golf)
High school sports
Minor League Baseball
MLB
College basketball
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Republican Index Minus Democrat IndexDEMOCRAT SKEW REPUBLICAN SKEW
Audiences of most TV program formats skew Democrat.
Program format audiences in upper right (e.g. National/network news) have a higher than average percentage of viewers who are Republican and likely to vote. Audiences in upper le� (e.g. Late night talk) have a higher percentage of viewers who are Democratic and likely to vote. �e bubble size is proportionate to the percentage of adults who report typically watching the television format. Axis values are index scores that compare format viewers to the total adult population which has an average index value of 100.
However, audiences of most sports skew Republican and are more likely to vote.
Source: NMRPP analysis of Scarborough USA+ survey Aug. 2008 - Sept. 2009. N = 218,313 adults.
When Massachusetts Senate candidate Martha Coakley suggested in a radio interview that Curt Schilling had played for the Yankees instead of the Red Sox, her gaffe was doubly costly because: (1) the Democratic stronghold of Boston is the number one baseball market in the country with 77% of high turnout voters following the Sox on TV and radio; and (2) baseball fans are more likely to vote, with 60% of fans saying they always vote in statewide elections compared to just 50% of all adults. In a closer election, the Coakley-Schilling affair could have been an even bigger deal.
Sports Fans are High Turnout Voters Some call politics a sport, and sports fans seem to agree. Sports fans are more likely to be interested in politics and more likely to vote than non-fans, according to our research. The graph at the right shows the percent of fans for twenty six sports who say they “always” vote in statewide elections. Fans of nineteen sports vote at rates above the 50% national average, while only seven sports score below. Most likely to be voters are those who are “very interested” in the PGA or the LPGA tours – 65% of these golf fans say they always vote in statewide elections. College sports are another favorite of higher turnout voters, with basketball in the spring and football in the fall campaign season. (See the “Annual Sports Calendar” inside) The fan bases of golf and college sports are older, have higher incomes and are better educated, which means they are also more likely to vote.
The Politics of Sports Fans
815 Slaters Lane, Alexandria VA 22314 • Tel: 703.683.4877 • www.NMRPP.com© 2010 NMRPP LLC. All rights reserved.
Public Affairs & Political Media Research SeriesApril/May 2010
NATIONAL MEDIA RESEARCH, PLANNING & PLACEMENT LLC
© 2010 NMRPP LLC. All rights reserved.
Source: NMRPP analysis of Scarborough Research Multi-Market 2009 survey Aug. 2008 – Sept. 2009. N = 214,751 adults.
Boston media market:Percent of high turnout voters following
teams on television or radio
77%
16%
Percent of Sport Fans Who Vote
Among adults who are "very interested" in the PGA, 65% report that they always vote in statewide elections. Among all adults, 50% report always voting.
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PGA Tour
LPGA Tour
High School Sports
College Basketball
College Football
Winter Olympics
Major League Baseball
Summer Olympics
Men’s Tennis (ATP)
National Hockey League
IndyCar Series
Women’s Tennis (WTA)
Horse Racing
National Football League
Pro Beach Volleyball (AVP)
NASCAR
WNBA Basketball
Pro Rodeo
Pro Bull Riding (PBR)
ALL ADULTS
NBA Basketball
NHRA Drag Racing
Major League Soccer
Supercross/Motocross
Monster Trucks
WWE Wrestling
Extreme/Action Sports
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Political Bracketology: GOP Leaning Fans Win Three of Four Elite Eight Contests If the Elite Eight was a leading indicator of national election outcomes, then the 2010 midterms would be very good for the Republicans. In three of the four games, the team with the more Republican fan base beat the team with the more Democratic fan base. Only Tennessee, with a heavily Republican fan base, lost to Michigan State which has fans who are more evenly balanced between the two parties. We also looked at fan intensity. Perennially winning teams build strong fan bases, but in three of the four 2010 Elite Eight games, the losing team had the stronger home fan base. Only in the Duke-Baylor game did the winner have the more passionate fans back home. Our political fan profiles are based on a total of 31,846 interviews conducted by Scarborough Research prior to the start of the 2009-2010 season. (See details below.) From the 81 markets available to us, we selected one or more DMA’s to represent the home market for
By Will Feltus, Tracey Robinson and Ben Angle; Jeannie Mitchell, Art DirectorFor copies or information, contact: Robin Roberts (robinr@natmedia.com) or Greg Cleveland (gregc@natmedia.com)
ONLINE: This report plus other public affairs and political media research is available at www.NMRPP.com/research. To receive our e-mail reports, or to add or delete names from our mail list, please send email to research@natmedia.com.
each of the eight teams. (Unfortunately for Baylor, data is not available for Waco and we were forced instead to use Dallas and Austin, resulting in lower fan interest scores for Baylor.) Our political index scores are based on the group of adults who say they watch the team on broadcast television or on cable television, or listen to them on the radio. For Michigan State, this fan base is 30% of adults in the combined Detroit, Flint, and Grand Rapids media markets. To get the party index scores, we compare the partisanship of Michigan State fans to the partisanship of all adults in those media markets. The Republican index score of 111 means that Spartans fans are 11% more likely to be a Republican or Republican leaner when compared to the overall local adult population. The Democratic index score is 109, so the Spartans fan base is a party-toss up. Meanwhile, down in Knoxville, the Vols fans are indexing at 118 for Republicans and only 88 for Democrats, a 30 point Republican advantage.
% of all Adults % of Likely VotersRepublican/ Lean Rep
Democrat/ Lean Dem Notes
MI Michigan State 12 13 30 111 109 R+2Historically, there is less fan interest in BB at Mich. State which competes in a tough two major university marketplace with the University of Michigan. Red Wings are the big winter-spring sport in Mich.
Detroit, Flint, Grand Rapids (Lansing N/A)
TN Tennessee 23 30 49 118 88 R+30Fan interest here is second only to Kentucky, but still second fiddle to UT football which is followed by 61% on TV and radio. Lady Vol's BB is followed by 45%.
Knoxville
IN Butler 20 25 14 115 82 R+33Butler has a strong following in a competitive sports market ruled by the Colts, followed by 69%. The University of Indiana Hoosiers are followed by 32%.
Indianapolis
KS Kansas State 27 33 31 111 106 R+5As in Michigan, the state of Kansas has two major universities competing for fans. University of Kansas BB is followed by 25%.
Wichita, Kansas City (KS portion)
WV West Virginia 19 24 28 126 99 R+27Mountaineers sports have a very solid fan base. WVU BB is second only to WVU football--34% thanks to a lack of local pro sports in the state. 27% follow the Steelers, 25% UK BB and 22% follow the Bengals.
Charleston-Huntington
KY Kentucky 38 47 57 107 100 R+7Interest in the Wildcats and the Univ of Louisiville (followed by 43%) combine to give Kentucky the country's highest concentration of college BB fans. Only the Derby is more popular, followed by 64%.
Lexington, Louisville
NC Duke 26 33 30 109 111 D+2In their home market Raleigh-Durham, Duke is followed by 30% and UNC by 39%. Unlike TN, college BB is king in Carolina, as the three research-triangle schools have larger BB fan bases than football.
Raleigh, Charlotte, Greensboro
TX Baylor 7 10 5 107 128 D+21Survey data is not available for Baylor's home market of Waco, which is sandwiched between the Dallas and Austin DMA's where Cowboys football (63%) rules. Baylor fan interest would be higher in Waco.
Dallas, Austin, (Waco N/A)
19 24 26 115 100 R+15
24 30 36 111 106 R+5
The 2010 NCAA Final Four and Elite Eight: Political profiles of home market fans.
Where teams stood going into the 2009-2010 season: These data show where the teams stood going into the 2009-2010 season using local market surveys conducted by Scarborough Research from August 2008-September 2009. Adult 18+ sample sizes by market groups: Detroit, Flint and Grand Rapids DMAs N=7,130; Knoxville DMA N=1,986; Indianapolis DMA N=1,991; Kansas City (KS counties only) and Wichita DMA N=2,849; Charleston-Huntington DMA N=2,009; Lexington and Louisville DMAs N=3,999; Charlotte, Greensboro and Raleigh DMAs N=6,828; and Austin and Dallas DMAs N=5,054.
Average Winners
Average Losers
FOLLOW TEAM ON TV/RADIO
Party Margin% of all Adults
"VERY INTERESTED" IN MEN'S COLLEGE BASKETBALL
Media Markets Used in Analysis
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Party Index Scores
MID
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