* 1 million Canadians (4%) regularly play baseball/softball when in season.
* 81% of regular baseball/softball players are under 44 years of age. Players aged 12 to 17 years old play 1.7 times more often than the national average and those aged 25 to 34 play 1.6 times more.
* 70% of regular baseball/softball players are males.
* Regular baseball/softball players are big fans of professional sports events. They attended 2.5 times more baseball games, 2.3 times more football games, 2.3 times more basketball games, and 1.8 times more hockey games when compared to the national averages.
* They also attended twice as many sporting/racing/air shows during the last year compared to the national average.
* 42% of regular baseball/softball players prefer domestic beers 1.8 times more often than the national average.
* They are also interested in gambling. Regular baseball/softball players bet on horseracing twice as often as the national average and play sports lotteries three times more than the national average.
* TV (90%,) radio (90%) and the Internet (66%) are their top three media by yesterday exposure.
* Their favourite radio formats (weekly reach) are: classic mainstream rock (17% – 1.5 times the national average,) news/talk (14%) and mainstream top 40/CHR (12%,) They also listen 2.6 times more to modern/alternative rock stations.
* Movies, hockey (when available), news/current affairs, and softball (3.4 times more than the national average) are their most popular television programs by weekly average viewing. They also watch 2.7 times more NFL games, 2.7 times more basketball games, 2.3 times more golf games and 1.9 times more wrestling matches, compared to the national averages.
Source: BBM RTS Canada Fall ’04 / Spring ’04, individuals 12+
The preceding information is from BBM RTS, a syndicated consumer-media survey of over 60,000 Canadians, conducted twice a year by BBM Canada. For more information contact Craig Dorning of BBM Canada: cdorning@bbm.ca.
