||St. Louis Heads List of America's Top Pro Baseball Markets
A soon-to-be released national report by The Media Audit reveals that St. Louis is the top market for regular followers of professional baseball.
According to the study, 77% of the St. Louis metro population regularly follows pro baseball on radio or TV, a figure that is 60% higher when compared to the general population. Among all U.S. adults, 48% regularly follow the sport, a figure that represents more than 71.6 million baseball fans.
Columbia-Jefferson City, Missouri ranked second, with 72.1% of the metro area's population regularly following the sport, followed by Cincinnati, Ohio (66.3%), Boston, Massachusetts (65.8%) and Milwaukee-Racine, Wisconsin (65.5%).
Pro baseball fans make excellent prospects for many consumer categories including the automotive, hospitality, alcoholic beverage and sporting goods industries, suggesting the best promotional tie-ins with local sponsors and media. For example, 16.5% of fans are planning the purchase of a new or used vehicle in the next 12 months, a figure that is 11% higher when compared to the general population.
Furthermore, pro baseball fans are 22% more likely to be planning the purchase of a new vehicle, and 25% more likely to spend in excess of $30,000 for an automobile within the next 12 months.
Also, pro baseball fans are 19% more likely to be frequent diners at a full service restaurant, 29% more likely than the general population to be a frequent beer consumer, and 35% more likely to be a frequent wine consumer.
Rounding out the top ten pro baseball markets are Detroit, Michigan (63.3% regularly follow pro baseball), followed by Philadelphia, Pennsylvania (62.7%), San Francisco, California (61.7%), Cleveland, Ohio (61.1%), and Dallas-Ft. Worth, Texas (60.6%).
(Source: The Media Audit, 04/25/13)