Tag Archives: MLB

The different demographics of viewers of America’s major sports

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Derek Thompson highlights the varied demographics of viewers of the major sports in the United States:

  • The NBA has the youngest audience, with 45 percent of its viewers under 35. It also has the highest share of black viewers, at 45 percent—three times higher than the NFL or NCAA basketball.
  • Major League Baseball shares the most male-heavy audience, at 70 percent, with the NBA.
  • The NHL audience is the richest of all professional sports. One-third of its viewers make more than $100k, compared to about 19 percent of the general population.
  • Nascar’s audience has the highest share of women (37 percent) and highest share of white people (94 percent).
  • The Professional Golfers Association has the oldest audience by multiple measures: smallest share of teenagers; smallest share of 20- and early 30-somethings; and highest share of 55+ (twice as high, in the oldest demo, as the NBA or Major League Soccer).
  • Major League Soccer has the highest share of Hispanics by far (34 percent; second is the NBA at 12 percent) and the lowest income of any major sports audience. Nearly 40 percent of its fans make less than $40k.
  • The NCAA demographics for football and basketball are practically identical but they are surprising old (about 40% over 55+) and surprisingly white (about 80%), which clearly has as much to do with who owns a TV rather than who follows the sports.

There are much smaller demographic differences – say across gender as all of these sports have primarily male viewers – and larger ones, particularly across race and ethnicity, income, and race.

I wonder if this could all be easily deduced by watching the commercials that play during the games. While the average fan may not be aware of these demographic splits, advertisers most certainly are and target the audience accordingly. Yet, I can’t say I quickly can name notable advertisement differences between the NFL, NBA, MLB, and NHL off the top of my head in the same way I quickly notice a difference in advertisements when turning on the network news at night (a very rare occurrence).

Atlanta Braves bucking the baseball trend by moving to the suburbs

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While the new baseball stadiums of recent decades tend to be located in urban neighborhoods, the Atlanta Braves made an announcement that they are moving 15 miles outside of the city:

On Monday, team president John Schuerholz and two other executives told reporters that the franchise will build a new stadium in Cobb County, roughly 15 miles away from Turner Field, and begin playing there in 2017, after their current lease expires, with construction to start in mid-2014.

That’s a shock, in that the Braves have only been playing in Turner Field — which was built for the 1996 Summer Olympics — since 1997. Such a move will make it the first of the 24 major league ballparks to open since 1989 to be replaced, and buck the trend of teams returning to urban centers. The proposed park is in the suburbs and closer to the geographic center of the team’s ticket-buying fan base, a much higher percentage of which happens to be white. US Census figures from 2010 put Fulton County at 44.5 percent white and 44.1 percent black, while Cobb County is 62.2 percent white and 25.0 percent black…

So instead of sinking $350 million into fixes to modernize Turner, the Braves are spending $200 million for a new park, with much of that cost likely to be covered by the development of the surrounding area and the sale of naming rights. Notably, Turner is one of just eight venues that doesn’t have such a deal in place. According to a New York Times piece from July, the Atlanta Hawks get $12 million a year for the naming rights to their venue, currently known as Philips Arena. The largest baseball deal is that of the Mets for Citi Field ($21 million per year), though the dropoff from that figure to the second-largest, Houston’s Minute Maid Park ($7.4 million), is steep.

The new venue is at the intersection of Interstates 75 and 285, said to be a major traffic snarl, “the place so congested we Cobb Countians know to avoid if at all possible,” as the Journal-Constitution‘s Mark Bradley described it. The county has resisted the expansion of the Metropolitan Atlanta Rapid Transit Authority (MARTA) into its domain since its inception in 1971, so it’s not served by light rail, and while the team claims “significantly increased access to the site” via Home of the Braves, it offers no specifics on the matter.

While this goes against ballpark trends, it also fits some other trends:

1. Suburban expansion in Sunbelt cities. Many of the new ballparks have been built in Northern cities, Rustbelt places where downtown development is needed. Think Camden Yards in Baltimore or Jacobs Field in Cleveland or PNC Park in Pittsburgh. In other words, Sunbelt cities have different settlement patterns including beltway highways around the city and not that dense of an urban core to begin. Turner Field wasn’t exactly in an urban neighborhood and other reports suggested it would have been quite difficult to expand parking and nearby amenities.

2. Matching ballparks with nearby development projects that can also bring in money. A baseball team can be profitable but developing nearby real estate can be even more profitable. For example, look at the deals suburbs tried to make with the Cubs earlier this year: you can have land and access to transportation and we would be more than happy to develop land around your ballpark. And the Cubs are trying to do this with Wrigley Field as well by developing nearby properties into a hotel to increase their revenue streams.

3. It sounds like Cobb County is giving the Braves a good deal by financing some of the project. This is a longer trend: companies, sports or otherwise, moving to where they can get a good tax deal. This has happened with urban ballparks – cities have financed parts of those stadiums because they can’t afford to let the team out of the city. In this particular case, it sounds like the Braves thought they got a better suburban deal whereas other cities have pushed harder to keep teams with incentives.

I suspect this is a more isolated case of ballpark construction in the suburbs.

Scorecasting looks at data: Cubs not unlucky, just bad

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The recently published book Scorecasting (read a quick summary here) has a chapter that tackles the question of whether the Chicago Cubs are cursed or not. Their conclusion after looking at the data: the team has simply been bad.

But how can anyone disprove the existence of a curse? According to the authors, teams that frequently field good teams but finish in second place, or make the playoffs but fail to win a title, justifiably can claim to be unlucky. So, too, can teams that have impressive batting, hitting and defensive statistics, but whose strong numbers don’t translate into victories.

On both scores, the Cubs proved to be “less unlucky” than the average team. That is, not unlucky, just bad.

“Relative to other teams, we could easily explain the Cubs lack of success from the data — both their on the field statistics and where they finished in the standings,” Moscowitz said.

Since their last Series appearance in 1945, the Cubs have finished second fewer times than they have finished first. They also have finished last or next to last close to 40 percent of the time. According to the book, the odds of this happening by chance are 527 to 1.

The authors of “Scorecasting” believe that what has been stopping the Cubs the last three decades is the extreme loyalty of their fans, which has served to reduce the incentive for Cubs management to win.

According to their analysis, which is primarily based on attendance records and the team’s won-loss percentage from 1982-2009, Cubs fans are the least sensitive to the team’s winning percentage, while White Sox fans are among the most sensitive.

There are two interesting arguments going on here, both of which commonly come up in conversation in Chicago:

1. The data suggests that the Cubs have just been a bad team. It is not as if they have reached the playoffs or World Series multiple times and lost. It is not that they have impressive statistics and this hasn’t translated into wins. They just haven’t been very good. It would be interesting to read the rest of this chapter to see if the authors talk about the MLB teams that have been truly unlucky. I don’t know if a chapter like this will put the talk of a Cubs curse to rest but it is good to hear that there is data that could quiet the curse talk. (But perhaps the curse is what Cubs fans want to believe – it means that the team or the fans aren’t at fault.)

2. Cubs fans like to think that they are loyal while White Sox fans argue that Cubs fans will go to Wrigley Field no matter what. So is the answer for more Cubs fans to stay away from the ballpark until the team and the Ricketts show that they are serious about winning?

Study about drunk fans has a limited sample

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A recently released study suggests that 8 percent of fans leave sporting events drunk. This may be an interesting finding – but the newspaper description of the sample suggests there may be issues:

University of Minnesota researchers tested the blood alcohol content of 362 people to see how much folks drink when they go to professional baseball and football games. In their study, released Tuesday, they determined that 40 percent of the participants had some alcohol in their system and 8 percent were drunk, meaning their blood alcohol content was .08 or higher.

“Given the number of attendees at these sporting events, we can be talking about thousands of people leaving a professional sporting event who are legally intoxicated,” lead author Darin Erickson said. The study did not address what percentage, if any, of those fans intended to drive.

To collect the data, research staff waited outside 13 Major League Baseball and three National Football League games and randomly approached fans as they left. Those who consented took a breath test and answered questions about when, where and how much they drank on game day.

So the researchers waited outside 16 sporting events. Across these 16 events, the researchers performed voluntary tests on 362 people. This averages out to 22.625 fans per event.

Let’s say the events average at least 30,000 fans – not an unreasonable expectation for MLB and NFL games. If they tested about 23 fans at each event, that is less than 1 percent of each fans at each game. How could these findings be considered generalizable? First, you would need to test more fans. Second, could there be something different about the fans who were willing to volunteer for this test after a game?

Another report on this study bumps the sample number up a bit to 382 people. This doesn’t change the averages too much. Also, this may be the first study to examine the particular phenomenon of drinking at sporting events. However, the sample still seems to be too small even as the research study is going to be published in Alcoholism: Clinical & Experimental Research.

American sports leagues eye $155 million income for sponsorships on uniforms

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It was recently reported that English Premier League teams earn about $155 million a year from the sponsorships on their uniforms. How much longer before American sports leagues follow suit and try to benefit from such a ready-made revenue stream?

Dynamic pricing at sporting events

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Kevin Arnovitz at Truehoop reports that the New Orleans Hornets are embracing variable pricing for tickets for the upcoming NBA season. But more interesting is the link to a story about tickets sold by the San Francisco Giants, the first team to completely embrace dynamic pricing.

Last season (2009), the Giants played around the concept of dynamic pricing. Based on demand for tickets for each game, the prices in this section of about 2,000 tickets would fluctuate. When I was in San Francisco last August and was looking for Giants tickets, I saw this section online and was intrigued by it. (For the record, I bought tickets in other seats on StubHub which were cheaper than the variably-priced seats.)

Based on the success of this small sample, the Giants went ahead and introduced dynamic pricing for all the tickets in AT&T Park (a beautiful stadium) during the 2010 season. They are the first team to do this and now several other teams are tinkering with the concept on a small scale.