WARRIOR FAN DEMOGRAPHICS

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WARRIOR FAN DEMOGRAPHICS

AGE: 18 to 38 Years Old

MALE - 71%

FEMALE - 29%

COLLEGE GRADUATES - 64%

Professional - 68%

(Managerial Sales)

AVERAGE HOUSEHOLD INCOME:

$110,200.00

COUNTIES OF RESIDENCE:

Alameda - 27%

Contra Costa - 17.3%

San Francisco - 17.2%

Santa Clara - 16.4%

San Mateo - 12.1%

Other - 10%

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INTERNET ACCESS

84%

2%

14%

Do not have Internet

Access - 14%

Don't know/No answer

-2%

Have Internet access

-84%

(4)

INTERNET ACCESS

74%

76%

78%

80%

82%

84%

86%

88%

90%

92%

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TECHNOLOGY PRODUCTS CURRENTLY USE

0%

10%

20%

30%

40%

50%

60%

Desktop computer

Cellular phone

Pager

Digital Phone

Laptop computer

Personal Digital Assistant

None of these

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TECHNOLOGY PRODUCTS CURRENTLY USE

Total Warriors

Attendees

Season Ticket

Holders

Non-Season

Ticket Holders

(335)

%

(91)

%

(238)

%

Desktop computer

59

70

56

Cellular phone

54

66

49

Pager

39

32

42

Digital phone

33

51

27

Laptop computer

33

45

27

Personal Digital Assistant

(e.g., Palm Pilot)

13

9

11

None of these

5

2

6

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Source: NBS in-Arena Study 97-98

THE WARRIORS FAN IS...

•The Average Age of the Warriors Fan is 38 years old

(Based on the 1997-1998 Season)

•Male Fans

78%

•Female Fans

29%

•College Graduates

64%

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Source: NBS in-Arena Study 97-98

THE NBA FAN IS...

(League Wide Attendance Survey)

•Male Fans

62%

•Female Fans

38%

•Average Age

36 years

•Married/Living as Married

65%

•College Graduate or More

64%

•Average Household Income $72,400

•*Base: Adults 18+

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Source: MediaMark Doublbase 1996

NBA VIEWER PROFILE

Index

Education/Occupation

Graduated College Plus

130*

Post Graduate

128

Executive/Admin./Mgr.

133

HH Income

$75,000+

125

$60,000+

127

$50,000+

123

Products/Services

Travel

3+ domestic trips by plane

157

Any domestic travel past 12 mos.

127

Any foreign travel past 3 years

120

3+ foreign trips by plane

126

Electronics

Owns any camcorder/video camera

133

Owns cellular phone

133

Any online service past 30 days

135

Owns personal computer

123

Miscellaneous

Movies bought last 6 mos.

122

Bought new imported car

117

Has any credit cards

118

*How to read: Adults 18+ who watch NBA

Basketball are 30% more likely than the national average to graduate college plus.

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• There are approximately 54 million adult NBA fans in the U.S. 1

• Adult NBA fans are: 62% Male, 38% Female; 28% Single, 56% Married. 1

Spring 2000 FY Simmons Adults Study (1) SGMA/American Basketball Council - 2000 (2) 1999-’00 Nielsen Media Research (3) Yankelovich In-Arena Survey - 1999 (4)

NBA Adult Fan Profile

NBA Adult Fan Profile

NBA Adult Fan Profile

NBA Adult Fan Profile

POWERFUL

YOUNG

EDUCATED

PROFESSIONAL

AFFLUENT

ACTIVE

SUPPORTIVE

• Over 100 million viewers tuned to a nationally televised regular season game during the 1999/2000 season.3

• Adult Male NBA viewers (avg. per game) 3 :

• Nearly 40% of adult NBA fans are 18-34 years old. The NBA adult fan base skews younger than both the NFL and Major League Baseball. 1

• Average Age of all Basketball Participants in 1999 was 21.5. 2

• NBA fans are 23% more likely than the average population to have graduated from college. 1

• 65% of NBA fans reside in households earning $40,000 or more; 45% reside in $60,000+ households and 33% reside in $75,000+ homes. 1

• 18.5 million U.S. adults play basketball - #1 among any team sport played by adults . 2

Updated: 10/6/2000

• NBA fans are 18% more likely than the average population to hold a Professional/Managerial position. They are 57% more likely to have the title - Vice President.1

1999-00 1999-00 1999-00

Reg. Season NBC TNT TBS Playoffs NBC TNT TBS Finals NBC

Total Audience 4.4 mil 1.2 mil 1.3 mil Total Audience 7.8 mil 2.9 mil 2.1 mil Total Audience 17.4 mil Adults 18+ 3.7 mil 1.0 mil 1.1 mil Adults 18+ 6.8 mil 2.5 mil 1.8 mil Adults 18+ 15.1 mil Adults 18-34 1.1 mil 302,000 312,000 Adults 18-34 2.1 mil 776,000 464,000 Adults 18-34 4.6 mil Adults 18-49 2.2 mil 617,000 639,000 Adults 18-49 4.4 mil 1.7 mil 1.1 mil Adults 18-49 9.5 mil

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• There are approximately 34 million adult male NBA fans in the U.S. 1

• Adult male NBA fans are: 30% Single, 57% Married; 13% Divorced/Separated/Widowed. 1

Spring 2000 FY Simmons Adults Study (1) SGMA/American Basketball Council - 2000 (2) 1999-’00 Nielsen Media Research (3) Yankelovich In-Arena Survey - 1999 (4)

NBA Male Fan Profile

NBA Male Fan Profile

NBA Male Fan Profile

NBA Male Fan Profile

POWERFUL

YOUNG

EDUCATED

PROFESSIONAL

AFFLUENT

ACTIVE

SUPPORTIVE

• Overall, NBA game programming reached over 50 million adult male viewers during the 1999/00 regular season, and over 37 million during the NBA Finals on NBC. 3

• Adult Male NBA viewers (avg. per game) 3 :

• The median age of an adult male NBA fan is 40 years, younger than both MLB and NFL..1

• Adult male NBA fans are 25% more likely than the average population to have graduated from college or more. 1

• Nearly 60% of all adult male NBA fans reside in households earning $50K or more. 1 • Median household income for an adult male NBA fan is $56.8K.1

• 26.7 million U.S. Males played basketball in 1999 - #1 among any team sport.. 2 • By Age : 5.9 million boys, 6.8 million male teens, and 14.1 million male adults. 2 • Basketball participation among males has increased over 8% in the last 12 years. 2

Updated: 10/6/2000

• Approximately one out of four adult male NBA fans holds a Professional/Managerial position.1

1999-00 1999-00 1999-00

Reg. Season NBC TNT TBS Playoffs NBC TNT TBS Finals NBC Total Audience 4.4 mil 1.2 mil 1.3 mil Total Audience 7.8 mil 2.9 mil 2.1 mil Total Audience 17.4 mil

Males 18+ 2.3 mil 699,000 711,000 Males 18+ 4.3 mil 1.7 mil 1.2 mil Males 18+ 8.9 mil Males 18-34 763,000 211,000 208,000 Males 18-34 1.4 mil 541,000 306,000 Males 18-34 2.8 mil Males 18-49 1.5 mil 451,000 442,000 Males 18-49 2.9 mil 1.2 mil 742,000 Males 18-49 5.8 mil

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• There are approximately 21 million adult female NBA fans in the U.S. 1

Spring 1999 Simmons Adults Study (1) SGMA/American Basketball Council - 2000 (2) 1999-’00 Nielsen Media Research (3) Yankelovich In-Arena Survey - 1999 (4)

NBA Female Fan Profile

NBA Female Fan Profile

NBA Female Fan Profile

NBA Female Fan Profile

POWERFUL

YOUNG

EDUCATED

PROFESSIONAL

AFFLUENT

ACTIVE

SUPPORTIVE

• Ratings among adult females were up 11% for the 2000 NBA Finals on NBC.3 • Adult Female NBA viewers (avg. per game) 3 :

• The median age of an adult female NBA fan is 41 years, younger than both MLB and NFL.1 • 60% of all female basketball participants in 1999 were between the ages of 12 and 34.2

• 42% of adult female NBA fans have some college experience. They are 19% more likely to have graduated from college or more, than the average population.1

• 42% of adult female NBA fans reside in households earning $60K or more. 1 • Median household income for an adult female NBA fan is $51.2K.1

• 12.7 million U.S. females of all ages played basketball in 1999 - #2 among any team sport. 2 • Basketball Participation among females has grown 15% in the last 12 years.2

• 45% of all high school participants in 1999 were female.2

Updated: 10/6/2000

• 22% of adult female NBA fans holds a Professional/Managerial position.1

1999-00 1999-00 1999-00

Reg. Season NBC TNT TBS Playoffs NBC TNT TBS Finals NBC Total Audience 4.4 mil 1.2 mil 1.3 mil Total Audience 7.8 mil 2.9 mil 2.1 mil Total Audience 17.4 mil

Females 18+ 1.4 mil 345,000 401,000 Females 18+ 2.5 mil 832,000l 644,000 Females 18+ 6.2 mil Females 18-34 358,000 91,000 104,000 Females 18-34 726,000 235,000 158,000 Females 18-34 1.8 mil Females 18-49 712,000 166,000 197,000 Females 18-49 1.5 mil 466,000 335,000 Females 18-49 3.7 mil

Figure

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