Can Baseball Retain its Fans Amid the Labor Dispute?

Can Major League Baseball (MLB) retain its fans amid the labor dispute? A recent Harris Interactive survey shows the major sports should be concerned about retaining their casual fans.

In May 2001, 18% of MLB fans were aged 40-49, while in May 2002, the percentage for that age group jumped to 28%. This indicates that the younger fans, aged 18-29, are abandoning the game at a higher rate. In 2001, 66% of 18-24 year olds were fans of MLB compared to 58% in 2002. This is a significant decrease (12%).

The research also shows that while interest in MLB generally declined from May 2001 to May 2002 by 14% (65%-56%), male interest decreased 11% while female interest decreased 15%. Even the diehard and avid fans began following the game less frequently this year.

Dr. Nadine Gelberg, executive director of sports research at Harris Interactive, stated, “Interest in what were previously the four major sports (football, baseball, basketball and hockey) has declined as fan bases have become more fragmented. As people’s interests diverge, they more frequently explore news, participation, family activities, as well as other sports. This poses a challenge for the leagues and teams who seek to maintain their fan base.” Research suggests that sponsors and properties must develop creative marketing strategies to increase fan engagement.

Dr. Gelberg concludes, “If baseball disappears during a labor stoppage, fans may not leave because they are angry, they may simply forget.”

This survey is part of Harris Interactive’s SportTainment Poll, a survey that includes more than 10,000 completed interviews conducted during the last week of every month. The margin of error is plus or minus 2%.

For more information at http://www.harrispollonline.com