Major League Baseball

SCARB OROUGH SPORTS MARKETING INFOGRA PHIC AMERICAN ADULTS ARE FANS of MAJOR LEAGUE DEFINITIONS OF TERMS 49 BASEBALL. FANS: Adults (age 18+) who say of they are "somewhat or a little bit" interested in a given sport. AVID FANS: Adults (age 18+) who say they are "very" interested in a given sport. Source: Scarborough USA+ 2011 Release 2. © 2012 Scarborough Sports Marketing MLB FANS ARE EXCITED FOR APRIL 4– opening day in the U.S. –when the defending champions, the St. Louis Cardinals, visit the Miami Marlins at their brand new stadium. Scarborough Sports Marketing, a consumer marketing firm specializing in sports and fan insights, illustrates how Generation Y outreach by MLB, the teams and advertisers is critical for the longevity of the sport. By targeting this 20% (46M) of the American adult population, MLB-related marketing campaigns can build long-term affinity for the sport. scarboroughsportsmarketing "Scarborough defines the American generations as Generation Y (age 18-29), Generation X (30-44), Baby Boomers (45-64) and the Silent Generation (65+). 18 28 .23 more likely to be Black/African-American, and Generation Y GENERATIONY MLB fans acunt for 18 18 0/ % L83 more likely to be Hispanic than all MLB Fans. 70 Generation X Silent Generation UNDERSTANDING NE DATA 36 OF GEN Y ALBANY RESIDENTS. 62% ARE MLB FANS 62% Albany Baby Boomers of the adult population. Generations 76% Milwaukee of Major League Baseball fans 66% Hartford TOP LOCAL MARKETS 70% Philadelphia FOR GENERATION Y MLB FANS 66% St. Louis SPENDING & MEDIA INTERNET ACTIVITIES AMONG GENERATION Y MLB FANS AMONG GENERATION Y MLB FANS Z0% ARE WILLING TO SPEND $25 TO 49 ON A SINGLE MLB TICKET, USAGE BY GENERATION Y MLB FANS GEN Y MLB FANS ARE TWICE 2Y MORE THAN TWICE AS LIKELY TO HAVE VISITED TWITTER. AS LIKELY AS ALL MLB FANS 12% ARE INTERESTED IN BUYING SEASON TICKETS. 2X TO HAVE PLAYED SOCCER, FOOTBALL, OR BAŞKETBALL IN THE PAST 12 MOS. THEY ARE ALSO TWICE AS THAN ALL MLB FANS IN PAST THIRTY DAYS 50% MORE LIKELY TO HAVEREAD OR CONTRIBUTED TO A BLOG. 77% MORE LIKELY TO HAVE BOUGHT MLB APPAREL WITH TEAM LOGO *THAN ALL MLB FANS IN PAST TWELVE MONTHS *THAN ALL MLB FANS IN PAST THIRTY DAYS LIKELY AS ALL MLB FANS TO 68% MORE LIKELY TO WATCH VIDEO CLIPS ONLINE. 54% MORE LIKELY TO USE MOBILE DEVICE TO READ NEWSPAPER HAVE DONE THE FOLLOWING: 10% MORE LIKELY TO HAVE ATTENDED A RAP. HIP-HOP, OR R&B CONCERT IN PAST 12 MOS. THAN ALL MLB FANS IN PAST THIRTY DAYS *THAN ALL MLB FANS IN PAST THIRTY DAYS 12% MORE LIKELY TO VISIT ANY BROADCAST TELEVISION WEBSITE IN PAST 30 DAYS 10% MORE LIKELY TO HAVE ATTENDED For purchase information about this, or any other A JOB FAIR IN THE PAST 12 MONTHS 94% MORE LIKELY TO LISTEN TO INTERNET RADIO IN PAST 30 DAYS consumer topics, please contact: 14% MORE LIKELY TO HAVE VISITED SIX FLAGS IN THE PAST 12 MONTHS Scarborough Research Haley Dercher • 646.654.8426 [email protected] (members of the press) 22% MORE LIKELY TO TYPICALLY WATCH REALITY TELEVISION [email protected] (all others) www.scarborough.com SCARB OROUGH SPORTS MARKETING INFOGRA PHIC AMERICAN ADULTS ARE FANS of MAJOR LEAGUE DEFINITIONS OF TERMS 49 BASEBALL. FANS: Adults (age 18+) who say of they are "somewhat or a little bit" interested in a given sport. AVID FANS: Adults (age 18+) who say they are "very" interested in a given sport. Source: Scarborough USA+ 2011 Release 2. © 2012 Scarborough Sports Marketing MLB FANS ARE EXCITED FOR APRIL 4– opening day in the U.S. –when the defending champions, the St. Louis Cardinals, visit the Miami Marlins at their brand new stadium. Scarborough Sports Marketing, a consumer marketing firm specializing in sports and fan insights, illustrates how Generation Y outreach by MLB, the teams and advertisers is critical for the longevity of the sport. By targeting this 20% (46M) of the American adult population, MLB-related marketing campaigns can build long-term affinity for the sport. scarboroughsportsmarketing "Scarborough defines the American generations as Generation Y (age 18-29), Generation X (30-44), Baby Boomers (45-64) and the Silent Generation (65+). 18 28 .23 more likely to be Black/African-American, and Generation Y GENERATIONY MLB fans acunt for 18 18 0/ % L83 more likely to be Hispanic than all MLB Fans. 70 Generation X Silent Generation UNDERSTANDING NE DATA 36 OF GEN Y ALBANY RESIDENTS. 62% ARE MLB FANS 62% Albany Baby Boomers of the adult population. Generations 76% Milwaukee of Major League Baseball fans 66% Hartford TOP LOCAL MARKETS 70% Philadelphia FOR GENERATION Y MLB FANS 66% St. Louis SPENDING & MEDIA INTERNET ACTIVITIES AMONG GENERATION Y MLB FANS AMONG GENERATION Y MLB FANS Z0% ARE WILLING TO SPEND $25 TO 49 ON A SINGLE MLB TICKET, USAGE BY GENERATION Y MLB FANS GEN Y MLB FANS ARE TWICE 2Y MORE THAN TWICE AS LIKELY TO HAVE VISITED TWITTER. AS LIKELY AS ALL MLB FANS 12% ARE INTERESTED IN BUYING SEASON TICKETS. 2X TO HAVE PLAYED SOCCER, FOOTBALL, OR BAŞKETBALL IN THE PAST 12 MOS. THEY ARE ALSO TWICE AS THAN ALL MLB FANS IN PAST THIRTY DAYS 50% MORE LIKELY TO HAVEREAD OR CONTRIBUTED TO A BLOG. 77% MORE LIKELY TO HAVE BOUGHT MLB APPAREL WITH TEAM LOGO *THAN ALL MLB FANS IN PAST TWELVE MONTHS *THAN ALL MLB FANS IN PAST THIRTY DAYS LIKELY AS ALL MLB FANS TO 68% MORE LIKELY TO WATCH VIDEO CLIPS ONLINE. 54% MORE LIKELY TO USE MOBILE DEVICE TO READ NEWSPAPER HAVE DONE THE FOLLOWING: 10% MORE LIKELY TO HAVE ATTENDED A RAP. HIP-HOP, OR R&B CONCERT IN PAST 12 MOS. THAN ALL MLB FANS IN PAST THIRTY DAYS *THAN ALL MLB FANS IN PAST THIRTY DAYS 12% MORE LIKELY TO VISIT ANY BROADCAST TELEVISION WEBSITE IN PAST 30 DAYS 10% MORE LIKELY TO HAVE ATTENDED For purchase information about this, or any other A JOB FAIR IN THE PAST 12 MONTHS 94% MORE LIKELY TO LISTEN TO INTERNET RADIO IN PAST 30 DAYS consumer topics, please contact: 14% MORE LIKELY TO HAVE VISITED SIX FLAGS IN THE PAST 12 MONTHS Scarborough Research Haley Dercher • 646.654.8426 [email protected] (members of the press) 22% MORE LIKELY TO TYPICALLY WATCH REALITY TELEVISION [email protected] (all others) www.scarborough.com SCARB OROUGH SPORTS MARKETING INFOGRA PHIC AMERICAN ADULTS ARE FANS of MAJOR LEAGUE DEFINITIONS OF TERMS 49 BASEBALL. FANS: Adults (age 18+) who say of they are "somewhat or a little bit" interested in a given sport. AVID FANS: Adults (age 18+) who say they are "very" interested in a given sport. Source: Scarborough USA+ 2011 Release 2. © 2012 Scarborough Sports Marketing MLB FANS ARE EXCITED FOR APRIL 4– opening day in the U.S. –when the defending champions, the St. Louis Cardinals, visit the Miami Marlins at their brand new stadium. Scarborough Sports Marketing, a consumer marketing firm specializing in sports and fan insights, illustrates how Generation Y outreach by MLB, the teams and advertisers is critical for the longevity of the sport. By targeting this 20% (46M) of the American adult population, MLB-related marketing campaigns can build long-term affinity for the sport. scarboroughsportsmarketing "Scarborough defines the American generations as Generation Y (age 18-29), Generation X (30-44), Baby Boomers (45-64) and the Silent Generation (65+). 18 28 .23 more likely to be Black/African-American, and Generation Y GENERATIONY MLB fans acunt for 18 18 0/ % L83 more likely to be Hispanic than all MLB Fans. 70 Generation X Silent Generation UNDERSTANDING NE DATA 36 OF GEN Y ALBANY RESIDENTS. 62% ARE MLB FANS 62% Albany Baby Boomers of the adult population. Generations 76% Milwaukee of Major League Baseball fans 66% Hartford TOP LOCAL MARKETS 70% Philadelphia FOR GENERATION Y MLB FANS 66% St. Louis SPENDING & MEDIA INTERNET ACTIVITIES AMONG GENERATION Y MLB FANS AMONG GENERATION Y MLB FANS Z0% ARE WILLING TO SPEND $25 TO 49 ON A SINGLE MLB TICKET, USAGE BY GENERATION Y MLB FANS GEN Y MLB FANS ARE TWICE 2Y MORE THAN TWICE AS LIKELY TO HAVE VISITED TWITTER. AS LIKELY AS ALL MLB FANS 12% ARE INTERESTED IN BUYING SEASON TICKETS. 2X TO HAVE PLAYED SOCCER, FOOTBALL, OR BAŞKETBALL IN THE PAST 12 MOS. THEY ARE ALSO TWICE AS THAN ALL MLB FANS IN PAST THIRTY DAYS 50% MORE LIKELY TO HAVEREAD OR CONTRIBUTED TO A BLOG. 77% MORE LIKELY TO HAVE BOUGHT MLB APPAREL WITH TEAM LOGO *THAN ALL MLB FANS IN PAST TWELVE MONTHS *THAN ALL MLB FANS IN PAST THIRTY DAYS LIKELY AS ALL MLB FANS TO 68% MORE LIKELY TO WATCH VIDEO CLIPS ONLINE. 54% MORE LIKELY TO USE MOBILE DEVICE TO READ NEWSPAPER HAVE DONE THE FOLLOWING: 10% MORE LIKELY TO HAVE ATTENDED A RAP. HIP-HOP, OR R&B CONCERT IN PAST 12 MOS. THAN ALL MLB FANS IN PAST THIRTY DAYS *THAN ALL MLB FANS IN PAST THIRTY DAYS 12% MORE LIKELY TO VISIT ANY BROADCAST TELEVISION WEBSITE IN PAST 30 DAYS 10% MORE LIKELY TO HAVE ATTENDED For purchase information about this, or any other A JOB FAIR IN THE PAST 12 MONTHS 94% MORE LIKELY TO LISTEN TO INTERNET RADIO IN PAST 30 DAYS consumer topics, please contact: 14% MORE LIKELY TO HAVE VISITED SIX FLAGS IN THE PAST 12 MONTHS Scarborough Research Haley Dercher • 646.654.8426 [email protected] (members of the press) 22% MORE LIKELY TO TYPICALLY WATCH REALITY TELEVISION [email protected] (all others) www.scarborough.com SCARB OROUGH SPORTS MARKETING INFOGRA PHIC AMERICAN ADULTS ARE FANS of MAJOR LEAGUE DEFINITIONS OF TERMS 49 BASEBALL. FANS: Adults (age 18+) who say of they are "somewhat or a little bit" interested in a given sport. AVID FANS: Adults (age 18+) who say they are "very" interested in a given sport. Source: Scarborough USA+ 2011 Release 2. © 2012 Scarborough Sports Marketing MLB FANS ARE EXCITED FOR APRIL 4– opening day in the U.S. –when the defending champions, the St. Louis Cardinals, visit the Miami Marlins at their brand new stadium. Scarborough Sports Marketing, a consumer marketing firm specializing in sports and fan insights, illustrates how Generation Y outreach by MLB, the teams and advertisers is critical for the longevity of the sport. By targeting this 20% (46M) of the American adult population, MLB-related marketing campaigns can build long-term affinity for the sport. scarboroughsportsmarketing "Scarborough defines the American generations as Generation Y (age 18-29), Generation X (30-44), Baby Boomers (45-64) and the Silent Generation (65+). 18 28 .23 more likely to be Black/African-American, and Generation Y GENERATIONY MLB fans acunt for 18 18 0/ % L83 more likely to be Hispanic than all MLB Fans. 70 Generation X Silent Generation UNDERSTANDING NE DATA 36 OF GEN Y ALBANY RESIDENTS. 62% ARE MLB FANS 62% Albany Baby Boomers of the adult population. Generations 76% Milwaukee of Major League Baseball fans 66% Hartford TOP LOCAL MARKETS 70% Philadelphia FOR GENERATION Y MLB FANS 66% St. Louis SPENDING & MEDIA INTERNET ACTIVITIES AMONG GENERATION Y MLB FANS AMONG GENERATION Y MLB FANS Z0% ARE WILLING TO SPEND $25 TO 49 ON A SINGLE MLB TICKET, USAGE BY GENERATION Y MLB FANS GEN Y MLB FANS ARE TWICE 2Y MORE THAN TWICE AS LIKELY TO HAVE VISITED TWITTER. AS LIKELY AS ALL MLB FANS 12% ARE INTERESTED IN BUYING SEASON TICKETS. 2X TO HAVE PLAYED SOCCER, FOOTBALL, OR BAŞKETBALL IN THE PAST 12 MOS. THEY ARE ALSO TWICE AS THAN ALL MLB FANS IN PAST THIRTY DAYS 50% MORE LIKELY TO HAVEREAD OR CONTRIBUTED TO A BLOG. 77% MORE LIKELY TO HAVE BOUGHT MLB APPAREL WITH TEAM LOGO *THAN ALL MLB FANS IN PAST TWELVE MONTHS *THAN ALL MLB FANS IN PAST THIRTY DAYS LIKELY AS ALL MLB FANS TO 68% MORE LIKELY TO WATCH VIDEO CLIPS ONLINE. 54% MORE LIKELY TO USE MOBILE DEVICE TO READ NEWSPAPER HAVE DONE THE FOLLOWING: 10% MORE LIKELY TO HAVE ATTENDED A RAP. HIP-HOP, OR R&B CONCERT IN PAST 12 MOS. THAN ALL MLB FANS IN PAST THIRTY DAYS *THAN ALL MLB FANS IN PAST THIRTY DAYS 12% MORE LIKELY TO VISIT ANY BROADCAST TELEVISION WEBSITE IN PAST 30 DAYS 10% MORE LIKELY TO HAVE ATTENDED For purchase information about this, or any other A JOB FAIR IN THE PAST 12 MONTHS 94% MORE LIKELY TO LISTEN TO INTERNET RADIO IN PAST 30 DAYS consumer topics, please contact: 14% MORE LIKELY TO HAVE VISITED SIX FLAGS IN THE PAST 12 MONTHS Scarborough Research Haley Dercher • 646.654.8426 [email protected] (members of the press) 22% MORE LIKELY TO TYPICALLY WATCH REALITY TELEVISION [email protected] (all others) www.scarborough.com SCARB OROUGH SPORTS MARKETING INFOGRA PHIC AMERICAN ADULTS ARE FANS of MAJOR LEAGUE DEFINITIONS OF TERMS 49 BASEBALL. FANS: Adults (age 18+) who say of they are "somewhat or a little bit" interested in a given sport. AVID FANS: Adults (age 18+) who say they are "very" interested in a given sport. Source: Scarborough USA+ 2011 Release 2. © 2012 Scarborough Sports Marketing MLB FANS ARE EXCITED FOR APRIL 4– opening day in the U.S. –when the defending champions, the St. Louis Cardinals, visit the Miami Marlins at their brand new stadium. Scarborough Sports Marketing, a consumer marketing firm specializing in sports and fan insights, illustrates how Generation Y outreach by MLB, the teams and advertisers is critical for the longevity of the sport. By targeting this 20% (46M) of the American adult population, MLB-related marketing campaigns can build long-term affinity for the sport. scarboroughsportsmarketing "Scarborough defines the American generations as Generation Y (age 18-29), Generation X (30-44), Baby Boomers (45-64) and the Silent Generation (65+). 18 28 .23 more likely to be Black/African-American, and Generation Y GENERATIONY MLB fans acunt for 18 18 0/ % L83 more likely to be Hispanic than all MLB Fans. 70 Generation X Silent Generation UNDERSTANDING NE DATA 36 OF GEN Y ALBANY RESIDENTS. 62% ARE MLB FANS 62% Albany Baby Boomers of the adult population. Generations 76% Milwaukee of Major League Baseball fans 66% Hartford TOP LOCAL MARKETS 70% Philadelphia FOR GENERATION Y MLB FANS 66% St. Louis SPENDING & MEDIA INTERNET ACTIVITIES AMONG GENERATION Y MLB FANS AMONG GENERATION Y MLB FANS Z0% ARE WILLING TO SPEND $25 TO 49 ON A SINGLE MLB TICKET, USAGE BY GENERATION Y MLB FANS GEN Y MLB FANS ARE TWICE 2Y MORE THAN TWICE AS LIKELY TO HAVE VISITED TWITTER. AS LIKELY AS ALL MLB FANS 12% ARE INTERESTED IN BUYING SEASON TICKETS. 2X TO HAVE PLAYED SOCCER, FOOTBALL, OR BAŞKETBALL IN THE PAST 12 MOS. THEY ARE ALSO TWICE AS THAN ALL MLB FANS IN PAST THIRTY DAYS 50% MORE LIKELY TO HAVEREAD OR CONTRIBUTED TO A BLOG. 77% MORE LIKELY TO HAVE BOUGHT MLB APPAREL WITH TEAM LOGO *THAN ALL MLB FANS IN PAST TWELVE MONTHS *THAN ALL MLB FANS IN PAST THIRTY DAYS LIKELY AS ALL MLB FANS TO 68% MORE LIKELY TO WATCH VIDEO CLIPS ONLINE. 54% MORE LIKELY TO USE MOBILE DEVICE TO READ NEWSPAPER HAVE DONE THE FOLLOWING: 10% MORE LIKELY TO HAVE ATTENDED A RAP. HIP-HOP, OR R&B CONCERT IN PAST 12 MOS. THAN ALL MLB FANS IN PAST THIRTY DAYS *THAN ALL MLB FANS IN PAST THIRTY DAYS 12% MORE LIKELY TO VISIT ANY BROADCAST TELEVISION WEBSITE IN PAST 30 DAYS 10% MORE LIKELY TO HAVE ATTENDED For purchase information about this, or any other A JOB FAIR IN THE PAST 12 MONTHS 94% MORE LIKELY TO LISTEN TO INTERNET RADIO IN PAST 30 DAYS consumer topics, please contact: 14% MORE LIKELY TO HAVE VISITED SIX FLAGS IN THE PAST 12 MONTHS Scarborough Research Haley Dercher • 646.654.8426 [email protected] (members of the press) 22% MORE LIKELY TO TYPICALLY WATCH REALITY TELEVISION [email protected] (all others) www.scarborough.com