Study Shows That Older Consumers and Customers of 16 Companies are the Most Avid NFL Fans

Temkin Group study of 10,000 U.S. consumers identifies preferences for watching professional sports across age groups and genders as well as the differences across the customer bases of 249 large companies
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* Nfl
* Mlb
* Nba
* Nhl
* Sheraton
* Residence Inn
* Holiday Inn Express
* Infiniti
* Avis
* Hertz
* Westin
* Nissan
* Southwest

* Sports

* Waban - Massachusetts - US

* Surveys

Feb. 5, 2012 - PRLog -- Temkin Group published new findings about U.S. consumers’ interest in professional sports. The research shows that football is far and away the most popular sport, older males are the most avid football fans, and Sheraton leads a group of 16 large companies with significantly above average percentage of football fans in their customer base.

“Football is the giant among sports in the eyes of U.S. consumers” states Bruce Temkin, author of the report and Managing Partner of Temkin Group.

The research found that 57.4% of U.S. consumers enjoy watching football. The next sport on the list is baseball, which captures the interest of 35.1% of U.S. consumers. Other sports in the study include basketball (31.1%), NASCAR (17.8%), hockey (16.5%), golf (13.8%), tennis (12.9%), and soccer (11.4%).

When Temkin Group analyzed the results by age and gender, it found that consumers older than 75 are the most avid football fans. The interest in football increases dramatically for consumers who are more than 45 years old. The study found males of all ages are significantly more interested in football than females, with the largest gender gap showing up in 65 to 74 year-olds.

The analysis also examined the customer bases of 249 large companies. The research found that the 16 companies have the most avid football fans: Sheraton, Residence Inn, Holiday Inn Express, Infiniti, Avis, Hertz, Westin, Marriott, Jeep, Lexus, Nissan, Southwest Airlines, Motel 6, Toyota, Fidelity Investments, Merrill Lynch

According to Temkin: “Companies with football-centric customers should consider marketing ties with the NFL.”

This report can be accessed from the blog, Customer Experience Matters, at

For more information about Temkin Group, visit

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Temkin Group is a customer experience research and consulting firm. We have one simple goal for our clients: increase customer loyalty by becoming more customer-centric.
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