Are Athletes Beyond Reproach?

Sporting News recently announced findings from its annual research study of sports fans called “Fandemonium.” The quantitative study was fielded nationally among a panel of 1,500 male and female sports enthusiasts ranging in age from 12-64. The study included a large battery of attitudinal statements measuring how today’s fans think and feel about the current state of sports.

“Fandemonium” takes a comprehensive look at today’s sports fans ranging from casual to the die-hard enthusiast. The data was segmented by sports in the following categories: attitudinal questions, sports loyalty, product purchase power, media consumption and perception of athletes. In addition, the study measured the emotional and personal benefits fans receive from sports and the number of weekly hours male and female fans spend following sports on TV, print and online.

The study revealed that the majority of fans — 62% of men and 63% of women — completely or mostly agree that “more and more athletes today feel like they are above the law.” The study also showed that 67% of men and 59% of women completely and mostly agree that “athletes today seem to be willing to do anything and everything to get an edge,” and half — 52% of men and 49% of women — completely and mostly agree that “athletes are less accessible and approachable today than ever before.”

Despite these numbers, fans are spending more time and money watching sports. Fandemonium segmented respondents’ into light, medium or heavy sports enthusiasts based on their consumption of sports media — watching sport TV, reading sports magazines and surfing sports web sites. Among males, light enthusiasts represent 27% of the sports fan market and on average spend 5.2 hours a week consuming sports media, while heavy enthusiasts represent 29% of the market and spend 32.4 hours a week with sports media. Medium enthusiasts, at 44%, the largest male sports fan segment, spend an average of 14.8 hours a week with sports media.

The comprehensive study was divided into two waves. Wave One was fielded in February 2008 and is a combination of 1,500 male and female sports fans. A second wave will be fielded in August, exclusively among 750 men.

“In fielding a two-wave study this year, our goal was to neutralize the interest fans have with seasonal sports and any bias that may occur as a result of topical news for a given period, such as the congressional hearings on steroids usage a month or two ago,” said Stuart Marvin, Vice President of Integrated Marketing & Sales for Sporting News. “This year for the first time we also incorporated the view of female sports fans — this allowed us to get a better understanding of the role of women in the sports market place. “Fandemonium” is a tool that can help people identify emotional touch points for reaching and influencing today’s sports fans.”

Ed Baker, Publisher of Sporting News noted, “With all the controversy in sports today, it’s not surprising to see that the majority of sports fans — male and female — believe there is a culture of cheating in organized sports. According to our study it’s apparent that fans are spending more and more time following their favorite teams and are extremely dedicated to their favorite athletes.”