1、In the paint:Inside the NBAs vibrant followingLiving consumer intelligence|U N I T E D S T A T E SIn the paint:Inside the NBAs vibrant following 2Leaping to new heightsThe NBAs American fanbase has leapt to new heights over the past five years.Whats driving NBA fandom,and who makes up this growing a
2、udience?This report combines syndicated data from YouGov BrandIndex and YouGov Profiles with custom survey research to understand the NBAs growing,youthful,and influential fanbase,uncovering NBA fan demographics,social and political attitudes,and favorite players and teams.We also dive into fans int
3、erest in the inaugural NBA In-Season Tournament,attitudes about gambling and gaming,and favorite fashion brands.YouGov Profiles,January 2024(N120,000),January 2019(N 46,000)20192023NBA-Level of interest(Gen pop)This is one of my top interests10%12%Somewhat interested17%18%A little bit interested22%2
4、0%Not at all interested51%50%3A younger,more male&multicultural fanbase 60%40%49%51%MaleFemaleGender 49%22%21%8%63%12%16%9%WhiteBlackHispanicOtherRaceNBA fansGen popYouGov Profiles,January 2024 NBA fans 18+NBA is top interest or“somewhat interested”(N 35,000)In the paint:Inside the NBAs vibrant foll
5、owing 19%25%19%14%24%12%18%16%16%38%18-2425-3435-4445-5455+Age40%20%10%30%30%25%14%31%Parental statusNBA fansGen popIn the paint:Inside the NBAs vibrant following 4Fans in city centers forwarding the game to the new guard YouGov Profiles,January 2024NBA fans 18+NBA is top interest or“somewhat intere
6、sted”(N 24,000)37%49%City32%30%SuburbRuralOther17%10%14%10%Type of area living inPre family:The person is 15-45 years old without childrenYoung family:Child(ren)0-6Adult family:Child(ren)7+Empty Nesters:No children at homeCalling the bankYouGov Profiles,January 2024NBA fans 18+NBA is top interest or
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