Source: Experian Simmons National Consumer Study/National Hispanic Consumer Study Summer 2008 Full Year

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Irma Fowler
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1 March Madness Experian and the marks used herein are service marks or registered trademarks of Experian Information Solutions, Inc. Other product and company names mentioned herein may be the trademarks of their respective owners. No part of this copyrighted work may be reproduced, modified, or distributed in any form or manner without the prior written permission of Experian Information Solutions, Inc.

Other product and company names mentioned herein may be the trademarks of their respective owners.

2 March Madness The NCAA men s basketball tournament has become one of the biggest sporting events of the year. Growing from near obscurity not many years ago, there s hardly a workplace that doesn t have a bracket pool, and everybody knows the meaning of Final Four. The number of Americans watching March Madness (15%) ranks behind the NFL s Super Bowl (38%) and MLB s World Series (22%). The Super Bowl has become an event that transcends the game itself and the World Series is the longest running sports championship in the U.S. during which a game is played. For the Final Four to be third in viewing is quite an accomplishment. For other March Madness fan facts, dribble through the following slides. Source: Experian Simmons National Consumer Study/National Hispanic Consumer Study Summer 2008 Full Year

The number of Americans watching March Madness (15%) ranks behind the NFL s Super Bowl (38%) and MLB s World Series (22%).

3 Who are the fans, and how do they catch the game? College basketball fans tend to be slightly older. In fact, the s are 4% less likely to be very or somewhat interested in college basketball and those 45+ more so. In addition, those aged 45+ are more likely to either listen on the radio or watch the games on TV than attend. 18% 11% 14% Catch game by: Watching on TV % 18% Listening on Radio % Attending

In addition, those aged 45+ are more likely to either listen on the radio or watch the games on TV than attend.

4 Play Hard and Work Hard College basketball fans are likely to be financially comfortable. Close to 40% of the fan base earns at least $100,000, and they tend to work in white collar occupations. 5% 1% 160 8% 14% 20% % 19% % >$25K $25K - $49,999 $50K - $74,999 $75K - $99,999 $100K - $149,999 $150K - $249,999 $250K - $499,999 $500K+ 100 Information Finance & Insurance Manufacturing Educational Services Public Administration / Activity Military Very or somewhat interested in college basketball (Index)

5% 1% 160 8% 14% 20% 140 146 133 18% 19% 120 124 123 117 15% >$25K $25K - $49,999 $50K - $74,999 $75K - $99,999 $100K - $149,999

5 Where Are the Fans? Thirty-eight percent of college basketball fans reside in the South; however, the fans in the Midwest are 23% more likely to be very or somewhat interested in college basketball Midwest South West Northeast Very or somewhat interested in college basketball (Index)

the fans in the Midwest are 23% more likely to be very or somewhat interested

6 How do they keep up with the Big Dance? Thirty-four percent of the Midwest fans and 44% of fans in the South are more likely to listen to the game on the radio. Actual attendance to games is difficult as there are few locations in which games are played and tickets are difficult to obtain. Nonetheless, fans in the Midwest and South are more likely to attend a game. Midwest South West Northeast Watch on TV Listen on Radio Watch in person

Actual attendance to games is difficult as there are few locations in which games are played and tickets are difficult

7 Avid Radio Fans College basketball fans who listen on the radio are avid fans. Not only do they catch the game on the radio, but they also watch sports on TV. Their top five cable networks are listed below, and all five networks are sports-related. Cable Network Index FSN ESPN2 ESPNEWS ESPN ESPN Classic

Their top five cable networks are listed below, and all five networks are

8 Web Surfers The online activities of NCAA basketball fans are similar. Of course sports is number one for all three fan types; but their other two online activities suggest that these fans are financially savvy and well-informed. Online activity fan used/visited in last 30 days Watch on TV Attend games Listen on the radio Sports Financial information/stock trading Read magazines/newspapers

these fans are financially savvy and well-informed.

9 They watch basketball, but do they play? Yes, but it isn t the number one sport they are most likely to play every chance they get. Golf is their preferred sport, and when compared to basketball, they are 25% more likely to play golf. College basketball fans are not couch potatoes as they are active in many sports Golf Basketball Snowboarding Tennis Football Very or somewhat interested in college basketball (Index)

Golf is their preferred sport, and when compared to basketball, they are 25% more likely to play golf.

10 Thank You! For more information, please visit or call Experian and the marks used herein are service marks or registered trademarks of Experian Information Solutions, Inc. Other product and company names mentioned herein may be the trademarks of their respective owners. No part of this copyrighted work may be reproduced, modified, or distributed in any form or manner without the prior written permission of Experian Information Solutions, Inc.

Inc. Other product and company names mentioned herein may be the trademarks of their respective owners.

U.S. Culture Series: American Sports. Scott Manley

U.S. Culture Series: American Sports Scott Manley Sports in the U.S. Sports in the U.S. are an important part of the culture. The sporting culture is different from that of other countries, with a unique