PURCHASE INTENT
College sports attendees shop retail outlets more often than the national average
Here are three useful ways to use this information (among others)
1) Meet with a prospect who has been hesitant to schedule a meeting I bet the local bike shop does
not know that college sports attendees are nearly TWICE as likely to shop his or her store than the
national average
2) Use a touch point when you are awaiting feedback from a prospectclient If you have a pitch out
to a day spa and have not heard back make certain they know that college sports attendees are
68 more likely to visit day spas than the national average
3) Gain new prospects in new categories If you have not hit up the local dry cleaner florist or pool
supply store you now have reason to give them a call
Dry Cleaners 6 deals that average 12K per school Pet Supply 7deals that average 27K per school
Salon amp Spas 7 deals that average 165K per school Bookstore 32 deals that average 215K per school
Jewelry 40 deals that average 18K per school AudioVideo 17 deals that average 13K per school
A fan is an adult 18+ who has watched attended or listened to a game in the last 12 months
Source Scarborough Sports Marketing Multi-Market DMA 2011 Release 2
COLLEGE SPORTS ATTENDEES ARE MORE LIKELY TO SHOP RETAIL OUTLETS
REACH THE BEST RETAIL PROSPECTS
0 20 40 60 80 100 120 140 160 180 200
Any pet supply store
Any toy store
Any bookstore
Any musicvideo store
Any poolspa supply store
Any arts amp crafts store
Any beautyhair salon
Any art gallery
Any jewelry store
Any dry cleaner
Any florist
Any bridal shop
Any day spa
Any bicycle shop
108
108
115
117
126
127
130
141
141
155
155
159
168
198
College Sports Attendee
INDEX FOR COLLEGE SPORTS ATTENDEES amp SHOPPING RETAIL OUTLETS PAST 12 MONTHS
DID YOU KNOW
College Sports Attendees
are 41 more likely to
shop any jewelry store
We Reach Attractive Fans
18 more likely to buy a new car
14 more likely to own 3+ cars
36 more likely to spend $35K+
1 RaleighDurham ndash 177
2 Des MoinesAmes ndash 175
3 New Orleans ndash 163
4 Memphis ndash 160
5 MobilePensacola ndash 159
6 Syracuse ndash 158
7 Little Rock ndash 157
8 Columbus ndash 157
9 Oklahoma City ndash 153
10 Tulsa ndash 150
AUTO DEALERS
General Motors spent over $170 million in 2011 on sponsorship 10 of the top 87 spenders were auto dealers
Needless to say the auto market is back to their old spending ways
We bringhellip
A loyal and passionate fan base who is 18 more likely to buy vehicles and will again spend more this year
bull 217 deals in 2012-13 totaling over $111M up 19 from 2011-12
bull Average deal is over 51K ndash The average property has 4 auto dealers as sponsors
bull Auto Dealers rank 5 among the 64 categories ahead of beverage and fast food
bull In 2012 we have contracts with all the major auto dealers across the country
Top 10 DMAs for College Sports Fans and their
intent to purchase new vehicles this year 1 General Motors
2 Toyota
3 Ford
4 Mercedes
5 Chrysler
6 Honda
7 Kia
8 BMW
9 Volkswagen
10 Hyundai
Top 10 spenders in the auto industry
Source Scarborough Sports Marketing 2012 Source IEG Sponsorships
Source Scarborough Sports Marketing 2012
A fan is an adult 18+ who has watched listened or attended a game in the last 12 months
Source Scarborough Sports Marketing Multi-Market DMA 2012 Release 1
GROW YOUR BUSINESS WITH LEARFIELD SPORTS
REACH CAR BUYING PROSPECTS
00
50
100
150
200
250
300
Acura Audi BMW Buick Chrysler Dodge Ford Honda Hyundai Infiniti Jeep Lexus Lincoln Mercedes Nissan Toyota
19
07
20
41 47
101
239
146
41
10
46
24
15 18
87
192
22
08
22
46 50
102
251
159
42
11
53
29
17 20
87
200
National Average College Sports Fan
MARKETSHARE amp INDEX -- MAKE OF ANY VEHICLE OWNED OR LEASED
(118)
(108)
(112)
(113)
(108)
(101)
(105)
(109)
(102)
(111)
(115)
(121)
(113)
(113)
(101)
(104)
A fan is an adult 18+ who has watched listened or attended a game in the last 12 months
Source Scarborough Sports Marketing Multi-Market DMA 2012 Release 1
FANS PURCHASE NEW VEHICLES BECAUSE OF VALUE SELECTION AND DEALER REPUTATION
REACH CAR BUYING PROSPECTS
00
50
100
150
200
250
300
Financingthrough dealer
Location Price - value Reputation ofdealer
Selection ofmakesmodels
Service Warranty Other reason
87
151
240
156 163
103
72 75
86
168
271
181 184
117
79 79
National Average College Sports Fan
PRIMARY REASONS USED CAR DEALER TO PURCHASE LAST NEW VEHICLE
A fan is an adult 18+ who has watched listened or attended a game in the last 12 months
Source Scarborough Sports Marketing Multi-Market DMA 2012 Release 1
OVER 10 OF ATTENDEES PLAN TO BUY A NEW CAR THIS YEAR
REACH CAR BUYING PROSPECTS
00
20
40
60
80
100
120
Compact car Full-size car Luxury vehicle Midsize car Pickup truck Sport utilityvehicle
Van or mini-van Any NewVehicle
11 08
11
16
12
20
07
74
12 09
14
19
14
26
07
87
15
10
18
23
16
33
07
104
National Average College Sports Fan College Sports Attendee
VEHICLES HHLD PLANS TO BUY NEW NEXT 12 MONTHS
FUN FACT
College Sports Attendees are
41 more likely to purchase a
new vehicle this year
A fan is an adult 18+ who has watched listened or attended a game in the last 12 months
Source Scarborough Sports Marketing Multi-Market DMA 2012 Release 1
COLLEGE FANS WILL SPEND MORE ON NEW VEHICLES THIS YEAR
REACH CAR BUYING PROSPECTS
00
05
10
15
20
25
30
35
40
45
Under $20000 $20000 - $29999 $30000 - $44999 $45000 or more
29
31
17
07
28
36
21
09
32
41
27
13
National Average College Sports Fan College Sports Attendee
AMOUNT HHLD PLANS TO SPEND ON A NEW VEHICLE NEXT 12 MONTHS
DID YOU KNOW
College Sports Attendees
are TWICE as likely to spend
$45K or more on a new
vehicle this year
A fan is an adult 18+ who has watched attended or listened to a game in the last 12 months
Source Scarborough Sports Marketing Multi-Market DMA 2012 Release 1
COLLEGE SPORTS FANS ARE THE MOST AFFLUENT FANS IN ALL OF SPORTS
REACH AN AFFLUENT FAN BASE
Fan Demo Comparison National Average
Gender Male 487 597 630 574 567 643
College graduate (4 year college) 271 325 312 303 295 216
Marital status Married 548 589 545 579 577 591
Occupation Professional amp Related Occupations
143 162 158 154 151 117
Household income $50000 or more 529 599 586 595 584 545
Own a home 674 733 662 709 707 723
A fan is an adult 18+ who has watched attended or listened to a game in the last 12 months
Source Scarborough Sports Marketing Multi-Market DMA 2011 Release 2
COLLEGE SPORTS ATTENDEES ARE MORE LIKELY TO SHOP RETAIL OUTLETS
REACH THE BEST RETAIL PROSPECTS
0 20 40 60 80 100 120 140 160 180 200
Any pet supply store
Any toy store
Any bookstore
Any musicvideo store
Any poolspa supply store
Any arts amp crafts store
Any beautyhair salon
Any art gallery
Any jewelry store
Any dry cleaner
Any florist
Any bridal shop
Any day spa
Any bicycle shop
108
108
115
117
126
127
130
141
141
155
155
159
168
198
College Sports Attendee
INDEX FOR COLLEGE SPORTS ATTENDEES amp SHOPPING RETAIL OUTLETS PAST 12 MONTHS
DID YOU KNOW
College Sports Attendees
are 41 more likely to
shop any jewelry store
We Reach Attractive Fans
18 more likely to buy a new car
14 more likely to own 3+ cars
36 more likely to spend $35K+
1 RaleighDurham ndash 177
2 Des MoinesAmes ndash 175
3 New Orleans ndash 163
4 Memphis ndash 160
5 MobilePensacola ndash 159
6 Syracuse ndash 158
7 Little Rock ndash 157
8 Columbus ndash 157
9 Oklahoma City ndash 153
10 Tulsa ndash 150
AUTO DEALERS
General Motors spent over $170 million in 2011 on sponsorship 10 of the top 87 spenders were auto dealers
Needless to say the auto market is back to their old spending ways
We bringhellip
A loyal and passionate fan base who is 18 more likely to buy vehicles and will again spend more this year
bull 217 deals in 2012-13 totaling over $111M up 19 from 2011-12
bull Average deal is over 51K ndash The average property has 4 auto dealers as sponsors
bull Auto Dealers rank 5 among the 64 categories ahead of beverage and fast food
bull In 2012 we have contracts with all the major auto dealers across the country
Top 10 DMAs for College Sports Fans and their
intent to purchase new vehicles this year 1 General Motors
2 Toyota
3 Ford
4 Mercedes
5 Chrysler
6 Honda
7 Kia
8 BMW
9 Volkswagen
10 Hyundai
Top 10 spenders in the auto industry
Source Scarborough Sports Marketing 2012 Source IEG Sponsorships
Source Scarborough Sports Marketing 2012
A fan is an adult 18+ who has watched listened or attended a game in the last 12 months
Source Scarborough Sports Marketing Multi-Market DMA 2012 Release 1
GROW YOUR BUSINESS WITH LEARFIELD SPORTS
REACH CAR BUYING PROSPECTS
00
50
100
150
200
250
300
Acura Audi BMW Buick Chrysler Dodge Ford Honda Hyundai Infiniti Jeep Lexus Lincoln Mercedes Nissan Toyota
19
07
20
41 47
101
239
146
41
10
46
24
15 18
87
192
22
08
22
46 50
102
251
159
42
11
53
29
17 20
87
200
National Average College Sports Fan
MARKETSHARE amp INDEX -- MAKE OF ANY VEHICLE OWNED OR LEASED
(118)
(108)
(112)
(113)
(108)
(101)
(105)
(109)
(102)
(111)
(115)
(121)
(113)
(113)
(101)
(104)
A fan is an adult 18+ who has watched listened or attended a game in the last 12 months
Source Scarborough Sports Marketing Multi-Market DMA 2012 Release 1
FANS PURCHASE NEW VEHICLES BECAUSE OF VALUE SELECTION AND DEALER REPUTATION
REACH CAR BUYING PROSPECTS
00
50
100
150
200
250
300
Financingthrough dealer
Location Price - value Reputation ofdealer
Selection ofmakesmodels
Service Warranty Other reason
87
151
240
156 163
103
72 75
86
168
271
181 184
117
79 79
National Average College Sports Fan
PRIMARY REASONS USED CAR DEALER TO PURCHASE LAST NEW VEHICLE
A fan is an adult 18+ who has watched listened or attended a game in the last 12 months
Source Scarborough Sports Marketing Multi-Market DMA 2012 Release 1
OVER 10 OF ATTENDEES PLAN TO BUY A NEW CAR THIS YEAR
REACH CAR BUYING PROSPECTS
00
20
40
60
80
100
120
Compact car Full-size car Luxury vehicle Midsize car Pickup truck Sport utilityvehicle
Van or mini-van Any NewVehicle
11 08
11
16
12
20
07
74
12 09
14
19
14
26
07
87
15
10
18
23
16
33
07
104
National Average College Sports Fan College Sports Attendee
VEHICLES HHLD PLANS TO BUY NEW NEXT 12 MONTHS
FUN FACT
College Sports Attendees are
41 more likely to purchase a
new vehicle this year
A fan is an adult 18+ who has watched listened or attended a game in the last 12 months
Source Scarborough Sports Marketing Multi-Market DMA 2012 Release 1
COLLEGE FANS WILL SPEND MORE ON NEW VEHICLES THIS YEAR
REACH CAR BUYING PROSPECTS
00
05
10
15
20
25
30
35
40
45
Under $20000 $20000 - $29999 $30000 - $44999 $45000 or more
29
31
17
07
28
36
21
09
32
41
27
13
National Average College Sports Fan College Sports Attendee
AMOUNT HHLD PLANS TO SPEND ON A NEW VEHICLE NEXT 12 MONTHS
DID YOU KNOW
College Sports Attendees
are TWICE as likely to spend
$45K or more on a new
vehicle this year
A fan is an adult 18+ who has watched attended or listened to a game in the last 12 months
Source Scarborough Sports Marketing Multi-Market DMA 2012 Release 1
COLLEGE SPORTS FANS ARE THE MOST AFFLUENT FANS IN ALL OF SPORTS
REACH AN AFFLUENT FAN BASE
Fan Demo Comparison National Average
Gender Male 487 597 630 574 567 643
College graduate (4 year college) 271 325 312 303 295 216
Marital status Married 548 589 545 579 577 591
Occupation Professional amp Related Occupations
143 162 158 154 151 117
Household income $50000 or more 529 599 586 595 584 545
Own a home 674 733 662 709 707 723
We Reach Attractive Fans
18 more likely to buy a new car
14 more likely to own 3+ cars
36 more likely to spend $35K+
1 RaleighDurham ndash 177
2 Des MoinesAmes ndash 175
3 New Orleans ndash 163
4 Memphis ndash 160
5 MobilePensacola ndash 159
6 Syracuse ndash 158
7 Little Rock ndash 157
8 Columbus ndash 157
9 Oklahoma City ndash 153
10 Tulsa ndash 150
AUTO DEALERS
General Motors spent over $170 million in 2011 on sponsorship 10 of the top 87 spenders were auto dealers
Needless to say the auto market is back to their old spending ways
We bringhellip
A loyal and passionate fan base who is 18 more likely to buy vehicles and will again spend more this year
bull 217 deals in 2012-13 totaling over $111M up 19 from 2011-12
bull Average deal is over 51K ndash The average property has 4 auto dealers as sponsors
bull Auto Dealers rank 5 among the 64 categories ahead of beverage and fast food
bull In 2012 we have contracts with all the major auto dealers across the country
Top 10 DMAs for College Sports Fans and their
intent to purchase new vehicles this year 1 General Motors
2 Toyota
3 Ford
4 Mercedes
5 Chrysler
6 Honda
7 Kia
8 BMW
9 Volkswagen
10 Hyundai
Top 10 spenders in the auto industry
Source Scarborough Sports Marketing 2012 Source IEG Sponsorships
Source Scarborough Sports Marketing 2012
A fan is an adult 18+ who has watched listened or attended a game in the last 12 months
Source Scarborough Sports Marketing Multi-Market DMA 2012 Release 1
GROW YOUR BUSINESS WITH LEARFIELD SPORTS
REACH CAR BUYING PROSPECTS
00
50
100
150
200
250
300
Acura Audi BMW Buick Chrysler Dodge Ford Honda Hyundai Infiniti Jeep Lexus Lincoln Mercedes Nissan Toyota
19
07
20
41 47
101
239
146
41
10
46
24
15 18
87
192
22
08
22
46 50
102
251
159
42
11
53
29
17 20
87
200
National Average College Sports Fan
MARKETSHARE amp INDEX -- MAKE OF ANY VEHICLE OWNED OR LEASED
(118)
(108)
(112)
(113)
(108)
(101)
(105)
(109)
(102)
(111)
(115)
(121)
(113)
(113)
(101)
(104)
A fan is an adult 18+ who has watched listened or attended a game in the last 12 months
Source Scarborough Sports Marketing Multi-Market DMA 2012 Release 1
FANS PURCHASE NEW VEHICLES BECAUSE OF VALUE SELECTION AND DEALER REPUTATION
REACH CAR BUYING PROSPECTS
00
50
100
150
200
250
300
Financingthrough dealer
Location Price - value Reputation ofdealer
Selection ofmakesmodels
Service Warranty Other reason
87
151
240
156 163
103
72 75
86
168
271
181 184
117
79 79
National Average College Sports Fan
PRIMARY REASONS USED CAR DEALER TO PURCHASE LAST NEW VEHICLE
A fan is an adult 18+ who has watched listened or attended a game in the last 12 months
Source Scarborough Sports Marketing Multi-Market DMA 2012 Release 1
OVER 10 OF ATTENDEES PLAN TO BUY A NEW CAR THIS YEAR
REACH CAR BUYING PROSPECTS
00
20
40
60
80
100
120
Compact car Full-size car Luxury vehicle Midsize car Pickup truck Sport utilityvehicle
Van or mini-van Any NewVehicle
11 08
11
16
12
20
07
74
12 09
14
19
14
26
07
87
15
10
18
23
16
33
07
104
National Average College Sports Fan College Sports Attendee
VEHICLES HHLD PLANS TO BUY NEW NEXT 12 MONTHS
FUN FACT
College Sports Attendees are
41 more likely to purchase a
new vehicle this year
A fan is an adult 18+ who has watched listened or attended a game in the last 12 months
Source Scarborough Sports Marketing Multi-Market DMA 2012 Release 1
COLLEGE FANS WILL SPEND MORE ON NEW VEHICLES THIS YEAR
REACH CAR BUYING PROSPECTS
00
05
10
15
20
25
30
35
40
45
Under $20000 $20000 - $29999 $30000 - $44999 $45000 or more
29
31
17
07
28
36
21
09
32
41
27
13
National Average College Sports Fan College Sports Attendee
AMOUNT HHLD PLANS TO SPEND ON A NEW VEHICLE NEXT 12 MONTHS
DID YOU KNOW
College Sports Attendees
are TWICE as likely to spend
$45K or more on a new
vehicle this year
A fan is an adult 18+ who has watched attended or listened to a game in the last 12 months
Source Scarborough Sports Marketing Multi-Market DMA 2012 Release 1
COLLEGE SPORTS FANS ARE THE MOST AFFLUENT FANS IN ALL OF SPORTS
REACH AN AFFLUENT FAN BASE
Fan Demo Comparison National Average
Gender Male 487 597 630 574 567 643
College graduate (4 year college) 271 325 312 303 295 216
Marital status Married 548 589 545 579 577 591
Occupation Professional amp Related Occupations
143 162 158 154 151 117
Household income $50000 or more 529 599 586 595 584 545
Own a home 674 733 662 709 707 723
A fan is an adult 18+ who has watched listened or attended a game in the last 12 months
Source Scarborough Sports Marketing Multi-Market DMA 2012 Release 1
GROW YOUR BUSINESS WITH LEARFIELD SPORTS
REACH CAR BUYING PROSPECTS
00
50
100
150
200
250
300
Acura Audi BMW Buick Chrysler Dodge Ford Honda Hyundai Infiniti Jeep Lexus Lincoln Mercedes Nissan Toyota
19
07
20
41 47
101
239
146
41
10
46
24
15 18
87
192
22
08
22
46 50
102
251
159
42
11
53
29
17 20
87
200
National Average College Sports Fan
MARKETSHARE amp INDEX -- MAKE OF ANY VEHICLE OWNED OR LEASED
(118)
(108)
(112)
(113)
(108)
(101)
(105)
(109)
(102)
(111)
(115)
(121)
(113)
(113)
(101)
(104)
A fan is an adult 18+ who has watched listened or attended a game in the last 12 months
Source Scarborough Sports Marketing Multi-Market DMA 2012 Release 1
FANS PURCHASE NEW VEHICLES BECAUSE OF VALUE SELECTION AND DEALER REPUTATION
REACH CAR BUYING PROSPECTS
00
50
100
150
200
250
300
Financingthrough dealer
Location Price - value Reputation ofdealer
Selection ofmakesmodels
Service Warranty Other reason
87
151
240
156 163
103
72 75
86
168
271
181 184
117
79 79
National Average College Sports Fan
PRIMARY REASONS USED CAR DEALER TO PURCHASE LAST NEW VEHICLE
A fan is an adult 18+ who has watched listened or attended a game in the last 12 months
Source Scarborough Sports Marketing Multi-Market DMA 2012 Release 1
OVER 10 OF ATTENDEES PLAN TO BUY A NEW CAR THIS YEAR
REACH CAR BUYING PROSPECTS
00
20
40
60
80
100
120
Compact car Full-size car Luxury vehicle Midsize car Pickup truck Sport utilityvehicle
Van or mini-van Any NewVehicle
11 08
11
16
12
20
07
74
12 09
14
19
14
26
07
87
15
10
18
23
16
33
07
104
National Average College Sports Fan College Sports Attendee
VEHICLES HHLD PLANS TO BUY NEW NEXT 12 MONTHS
FUN FACT
College Sports Attendees are
41 more likely to purchase a
new vehicle this year
A fan is an adult 18+ who has watched listened or attended a game in the last 12 months
Source Scarborough Sports Marketing Multi-Market DMA 2012 Release 1
COLLEGE FANS WILL SPEND MORE ON NEW VEHICLES THIS YEAR
REACH CAR BUYING PROSPECTS
00
05
10
15
20
25
30
35
40
45
Under $20000 $20000 - $29999 $30000 - $44999 $45000 or more
29
31
17
07
28
36
21
09
32
41
27
13
National Average College Sports Fan College Sports Attendee
AMOUNT HHLD PLANS TO SPEND ON A NEW VEHICLE NEXT 12 MONTHS
DID YOU KNOW
College Sports Attendees
are TWICE as likely to spend
$45K or more on a new
vehicle this year
A fan is an adult 18+ who has watched attended or listened to a game in the last 12 months
Source Scarborough Sports Marketing Multi-Market DMA 2012 Release 1
COLLEGE SPORTS FANS ARE THE MOST AFFLUENT FANS IN ALL OF SPORTS
REACH AN AFFLUENT FAN BASE
Fan Demo Comparison National Average
Gender Male 487 597 630 574 567 643
College graduate (4 year college) 271 325 312 303 295 216
Marital status Married 548 589 545 579 577 591
Occupation Professional amp Related Occupations
143 162 158 154 151 117
Household income $50000 or more 529 599 586 595 584 545
Own a home 674 733 662 709 707 723
A fan is an adult 18+ who has watched listened or attended a game in the last 12 months
Source Scarborough Sports Marketing Multi-Market DMA 2012 Release 1
FANS PURCHASE NEW VEHICLES BECAUSE OF VALUE SELECTION AND DEALER REPUTATION
REACH CAR BUYING PROSPECTS
00
50
100
150
200
250
300
Financingthrough dealer
Location Price - value Reputation ofdealer
Selection ofmakesmodels
Service Warranty Other reason
87
151
240
156 163
103
72 75
86
168
271
181 184
117
79 79
National Average College Sports Fan
PRIMARY REASONS USED CAR DEALER TO PURCHASE LAST NEW VEHICLE
A fan is an adult 18+ who has watched listened or attended a game in the last 12 months
Source Scarborough Sports Marketing Multi-Market DMA 2012 Release 1
OVER 10 OF ATTENDEES PLAN TO BUY A NEW CAR THIS YEAR
REACH CAR BUYING PROSPECTS
00
20
40
60
80
100
120
Compact car Full-size car Luxury vehicle Midsize car Pickup truck Sport utilityvehicle
Van or mini-van Any NewVehicle
11 08
11
16
12
20
07
74
12 09
14
19
14
26
07
87
15
10
18
23
16
33
07
104
National Average College Sports Fan College Sports Attendee
VEHICLES HHLD PLANS TO BUY NEW NEXT 12 MONTHS
FUN FACT
College Sports Attendees are
41 more likely to purchase a
new vehicle this year
A fan is an adult 18+ who has watched listened or attended a game in the last 12 months
Source Scarborough Sports Marketing Multi-Market DMA 2012 Release 1
COLLEGE FANS WILL SPEND MORE ON NEW VEHICLES THIS YEAR
REACH CAR BUYING PROSPECTS
00
05
10
15
20
25
30
35
40
45
Under $20000 $20000 - $29999 $30000 - $44999 $45000 or more
29
31
17
07
28
36
21
09
32
41
27
13
National Average College Sports Fan College Sports Attendee
AMOUNT HHLD PLANS TO SPEND ON A NEW VEHICLE NEXT 12 MONTHS
DID YOU KNOW
College Sports Attendees
are TWICE as likely to spend
$45K or more on a new
vehicle this year
A fan is an adult 18+ who has watched attended or listened to a game in the last 12 months
Source Scarborough Sports Marketing Multi-Market DMA 2012 Release 1
COLLEGE SPORTS FANS ARE THE MOST AFFLUENT FANS IN ALL OF SPORTS
REACH AN AFFLUENT FAN BASE
Fan Demo Comparison National Average
Gender Male 487 597 630 574 567 643
College graduate (4 year college) 271 325 312 303 295 216
Marital status Married 548 589 545 579 577 591
Occupation Professional amp Related Occupations
143 162 158 154 151 117
Household income $50000 or more 529 599 586 595 584 545
Own a home 674 733 662 709 707 723
A fan is an adult 18+ who has watched listened or attended a game in the last 12 months
Source Scarborough Sports Marketing Multi-Market DMA 2012 Release 1
OVER 10 OF ATTENDEES PLAN TO BUY A NEW CAR THIS YEAR
REACH CAR BUYING PROSPECTS
00
20
40
60
80
100
120
Compact car Full-size car Luxury vehicle Midsize car Pickup truck Sport utilityvehicle
Van or mini-van Any NewVehicle
11 08
11
16
12
20
07
74
12 09
14
19
14
26
07
87
15
10
18
23
16
33
07
104
National Average College Sports Fan College Sports Attendee
VEHICLES HHLD PLANS TO BUY NEW NEXT 12 MONTHS
FUN FACT
College Sports Attendees are
41 more likely to purchase a
new vehicle this year
A fan is an adult 18+ who has watched listened or attended a game in the last 12 months
Source Scarborough Sports Marketing Multi-Market DMA 2012 Release 1
COLLEGE FANS WILL SPEND MORE ON NEW VEHICLES THIS YEAR
REACH CAR BUYING PROSPECTS
00
05
10
15
20
25
30
35
40
45
Under $20000 $20000 - $29999 $30000 - $44999 $45000 or more
29
31
17
07
28
36
21
09
32
41
27
13
National Average College Sports Fan College Sports Attendee
AMOUNT HHLD PLANS TO SPEND ON A NEW VEHICLE NEXT 12 MONTHS
DID YOU KNOW
College Sports Attendees
are TWICE as likely to spend
$45K or more on a new
vehicle this year
A fan is an adult 18+ who has watched attended or listened to a game in the last 12 months
Source Scarborough Sports Marketing Multi-Market DMA 2012 Release 1
COLLEGE SPORTS FANS ARE THE MOST AFFLUENT FANS IN ALL OF SPORTS
REACH AN AFFLUENT FAN BASE
Fan Demo Comparison National Average
Gender Male 487 597 630 574 567 643
College graduate (4 year college) 271 325 312 303 295 216
Marital status Married 548 589 545 579 577 591
Occupation Professional amp Related Occupations
143 162 158 154 151 117
Household income $50000 or more 529 599 586 595 584 545
Own a home 674 733 662 709 707 723
A fan is an adult 18+ who has watched listened or attended a game in the last 12 months
Source Scarborough Sports Marketing Multi-Market DMA 2012 Release 1
COLLEGE FANS WILL SPEND MORE ON NEW VEHICLES THIS YEAR
REACH CAR BUYING PROSPECTS
00
05
10
15
20
25
30
35
40
45
Under $20000 $20000 - $29999 $30000 - $44999 $45000 or more
29
31
17
07
28
36
21
09
32
41
27
13
National Average College Sports Fan College Sports Attendee
AMOUNT HHLD PLANS TO SPEND ON A NEW VEHICLE NEXT 12 MONTHS
DID YOU KNOW
College Sports Attendees
are TWICE as likely to spend
$45K or more on a new
vehicle this year
A fan is an adult 18+ who has watched attended or listened to a game in the last 12 months
Source Scarborough Sports Marketing Multi-Market DMA 2012 Release 1
COLLEGE SPORTS FANS ARE THE MOST AFFLUENT FANS IN ALL OF SPORTS
REACH AN AFFLUENT FAN BASE
Fan Demo Comparison National Average
Gender Male 487 597 630 574 567 643
College graduate (4 year college) 271 325 312 303 295 216
Marital status Married 548 589 545 579 577 591
Occupation Professional amp Related Occupations
143 162 158 154 151 117
Household income $50000 or more 529 599 586 595 584 545
Own a home 674 733 662 709 707 723
A fan is an adult 18+ who has watched attended or listened to a game in the last 12 months
Source Scarborough Sports Marketing Multi-Market DMA 2012 Release 1
COLLEGE SPORTS FANS ARE THE MOST AFFLUENT FANS IN ALL OF SPORTS
REACH AN AFFLUENT FAN BASE
Fan Demo Comparison National Average
Gender Male 487 597 630 574 567 643
College graduate (4 year college) 271 325 312 303 295 216
Marital status Married 548 589 545 579 577 591
Occupation Professional amp Related Occupations
143 162 158 154 151 117
Household income $50000 or more 529 599 586 595 584 545
Own a home 674 733 662 709 707 723