Thursday, March 29, 2007

The Sports Fan Base of South Florida, Part 3

Third in a series

In the past some have said that south Florida simply can’t support a Major League franchise. Some have debated whether a new ballpark for the Marlins should be in Miami-Dade or Broward. Some have said that Hispanics don’t support the team the way MLB had hoped they would. This series of posts is an exploration into these issues.

All of the data that I will be using in this analysis comes from the 2006 Miami/Ft. Lauderdale and West Palm Beach Scarborough Release 2 Studies. These are demographic studies of consumers, which I have access to in my role as an advertising executive.

In part 1, I examined the number of unique (non-duplicated) attendees that the Marlins have, and which counties they are coming from, according to the latest data from Scarborough.

In part 2, we compared those numbers with those for the 4 other major sports properties in South Florida.

Today, we'll be looking at TV viewership because that's another indicator of interest in sports.

TV Viewership for South Florida Sports properties

The chart above shows the number of adults in the tri-county that report watching at least 1 game on cable or broadcast TV. It also illustrates that SoFla is indeed a football town, at least when it comes watching on TV. But the Heat and Marlins are in a virtual tie for a not so shabby 2nd place. Again, we need to remember that Heat’s championship last year drove a lot of interest as well as opportunities for exposure with an extended run in playoffs and the NBA Finals.

Here is the adult viewership of the sports properties as a proportion of the total adult population.

Dolphins: 42%
Heat: 38%
Marlins: 38%
Hurricanes: 24%
Panthers: 9%

It's often been reported that the Marlins have a large TV audience and the data seems to bear this out, though we don't have a way of knowing, through this study, how many games the average fan for each sport watches.

Next, a comparison of game attendance and TV viewership of Marlins games to other teams in markets of similar size.

Read part 1
Read part 2

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