WARRIOR FAN DEMOGRAPHICS

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1 DEMOGRAPHICS

2 WARRIOR FAN DEMOGRAPHICS AGE: 18 to 38 Years Old MALE - 71% FEMALE - 29% COLLEGE GRADUATES - 64% Professional - 68% (Managerial Sales) AVERAGE HOUSEHOLD INCOME: $110, COUNTIES OF RESIDENCE: Alameda - 27% Contra Costa % San Francisco % Santa Clara % San Mateo % Other - 10% Data courtesy of Yankelovich Partners

3 INTERNET ACCESS 84% 14% 2% Do not have Internet Access - 14% Don't know/no answer - 2% Have Internet access - 84% Data courtesy of Yankelovich Partners

4 92% 90% 88% 86% 84% 82% 80% 78% 76% 74% INTERNET ACCESS Data courtesy of Yankelovich Partners Total Warriors Atendees Season Ticket Holders Non-Season Ticket Holders

5 TECHNOLOGY PRODUCTS CURRENTLY USE None of these Personal Digital Assistant Laptop computer Digital Phone Pager Cellular phone Desktop computer 0% 10% 20% 30% 40% 50% 60% Data courtesy of Yankelovich Partners

6 TECHNOLOGY PRODUCTS CURRENTLY USE Total Warriors Attendees Season Ticket Holders Non-Season Ticket Holders (335) % (91) % (238) % Desktop computer Cellular phone Pager Digital phone Laptop computer Personal Digital Assistant (e.g., Palm Pilot) None of these Data courtesy of Yankelovich Partners

7 THE WARRIORS FAN IS... The Average Age of the Warriors Fan is 38 years old (Based on the Season) Male Fans 78% Female Fans 29% College Graduates 64% Average Household Income $110,200 Source: NBS in-arena Study 97-98

8 THE NBA FAN IS... (League Wide Attendance Survey) Male Fans 62% Female Fans 38% Average Age 36 years Married/Living as Married 65% College Graduate or More 64% Average Household Income $72,400 *Base: Adults 18+ Source: NBS in-arena Study 97-98

9 NBA VIEWER PROFILE Index Education/Occupation Graduated College Plus 130* Post Graduate 128 Executive/Admin./Mgr. 133 HH Income $75, $60, $50, Products/Services Travel 3+ domestic trips by plane 157 Any domestic travel past 12 mos. 127 Any foreign travel past 3 years foreign trips by plane 126 Electronics Owns any camcorder/video camera 133 Owns cellular phone 133 Any online service past 30 days 135 Owns personal computer 123 Miscellaneous Movies bought last 6 mos. 122 Bought new imported car 117 Has any credit cards 118 *How to read: Adults 18+ who watch NBA Basketball are 30% more likely than the national average to graduate college plus. Source: MediaMark Doublbase 1996

10 NBA Adult Fan Profile POWERFUL There are approximately 54 million adult NBA fans in the U.S. 1 Adult NBA fans are: 62% Male, 38% Female; 28% Single, 56% Married. 1 YOUNG Nearly 40% of adult NBA fans are years old. The NBA adult fan base skews younger than both the NFL and Major League Baseball. 1 Average Age of all Basketball Participants in 1999 was EDUCATED NBA fans are 23% more likely than the average population to have graduated from college. 1 PROFESSIONAL NBA fans are 18% more likely than the average population to hold a Professional/Managerial position. They are 57% more likely to have the title - Vice President. 1 AFFLUENT 65% of NBA fans reside in households earning $40,000 or more; 45% reside in $60,000+ households and 33% reside in $75,000+ homes. 1 ACTIVE 18.5 million U.S. adults play basketball - #1 among any team sport played by adults. 2 SUPPORTIVE Over 100 million viewers tuned to a nationally televised regular season game during the 1999/2000 season. 3 Adult Male NBA viewers (avg. per game) 3 : Reg. Season NBC TNT TBS Playoffs NBC TNT TBS Finals NBC Total Audience 4.4 mil 1.2 mil 1.3 mil Total Audience 7.8 mil 2.9 mil 2.1 mil Total Audience 17.4 mil Adults mil 1.0 mil 1.1 mil Adults mil 2.5 mil 1.8 mil Adults mil Adults mil 302, ,000 Adults mil 776, ,000 Adults mil Adults mil 617, ,000 Adults mil 1.7 mil 1.1 mil Adults mil Updated: 10/6/2000 Spring 2000 FY Simmons Adults Study (1) SGMA/American Basketball Council (2) Nielsen Media Research (3) Yankelovich In-Arena Survey (4)

11 NBA Male Fan Profile POWERFUL There are approximately 34 million adult male NBA fans in the U.S. 1 Adult male NBA fans are: 30% Single, 57% Married; 13% Divorced/Separated/Widowed. 1 YOUNG The median age of an adult male NBA fan is 40 years, younger than both MLB and NFL.. 1 EDUCATED Adult male NBA fans are 25% more likely than the average population to have graduated from college or more. 1 PROFESSIONAL Approximately one out of four adult male NBA fans holds a Professional/Managerial position. 1 AFFLUENT Nearly 60% of all adult male NBA fans reside in households earning $50K or more. 1 Median household income for an adult male NBA fan is $56.8K. 1 ACTIVE 26.7 million U.S. Males played basketball in #1 among any team sport.. 2 By Age : 5.9 million boys, 6.8 million male teens, and 14.1 million male adults. 2 Basketball participation among males has increased over 8% in the last 12 years. 2 SUPPORTIVE Overall, NBA game programming reached over 50 million adult male viewers during the 1999/00 regular season, and over 37 million during the NBA Finals on NBC. 3 Adult Male NBA viewers (avg. per game) 3 : Reg. Season NBC TNT TBS Playoffs NBC TNT TBS Finals NBC Total Audience 4.4 mil 1.2 mil 1.3 mil Total Audience 7.8 mil 2.9 mil 2.1 mil Total Audience 17.4 mil Males mil 699, ,000 Males mil 1.7 mil 1.2 mil Males mil Males , , ,000 Males mil 541, ,000 Males mil Males mil 451, ,000 Males mil 1.2 mil 742,000 Males mil Updated: 10/6/2000 Spring 2000 FY Simmons Adults Study (1) SGMA/American Basketball Council (2) Nielsen Media Research (3) Yankelovich In-Arena Survey (4)

12 NBA Female Fan Profile POWERFUL There are approximately 21 million adult female NBA fans in the U.S. 1 YOUNG The median age of an adult female NBA fan is 41 years, younger than both MLB and NFL. 1 60% of all female basketball participants in 1999 were between the ages of 12 and EDUCATED 42% of adult female NBA fans have some college experience. They are 19% more likely to have graduated from college or more, than the average population. 1 PROFESSIONAL 22% of adult female NBA fans holds a Professional/Managerial position. 1 AFFLUENT 42% of adult female NBA fans reside in households earning $60K or more. 1 Median household income for an adult female NBA fan is $51.2K. 1 ACTIVE 12.7 million U.S. females of all ages played basketball in #2 among any team sport. 2 Basketball Participation among females has grown 15% in the last 12 years. 2 45% of all high school participants in 1999 were female. 2 SUPPORTIVE Ratings among adult females were up 11% for the 2000 NBA Finals on NBC. 3 Adult Female NBA viewers (avg. per game) 3 : Reg. Season NBC TNT TBS Playoffs NBC TNT TBS Finals NBC Total Audience 4.4 mil 1.2 mil 1.3 mil Total Audience 7.8 mil 2.9 mil 2.1 mil Total Audience 17.4 mil Females mil 345, ,000 Females mil 832,000l 644,000 Females mil Females ,000 91, ,000 Females , , ,000 Females mil Females , , ,000 Females mil 466, ,000 Females mil Updated: 10/6/2000 Spring 1999 Simmons Adults Study (1) SGMA/American Basketball Council (2) Nielsen Media Research (3) Yankelovich In-Arena Survey (4)

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