Major League Baseball Properties tapped Scarborough Sports Marketing, New York, for consumer and fan research services.
The deal lets the sporting body use Scarborough's Multi-Market database. This service aggregates 75 local market studies, measuring more than 200,000 adults in 75 markets nationwide yearly. Major League Baseball will use the sports consumer information that Scarborough measures to help its sales and marketing to baseball fans.
Scarborough sports measurements cover fan intensity, sports viewing and listening across channels and leisure activities. The firm also measures corporate sponsorship information, including fan shopping activities and product or service use.
Scarborough clients get twice-yearly updates of local market reports. Scarborough Sports Marketing is a division of Scarborough Research, a joint venture of Dutch media giant VNU and Arbitron Inc.
In a recent Scarborough study, 64 percent of U.S. adults called themselves MLB fans. Another study claimed 55 percent of all baseball fans are loyal, defined by Scarborough as “very” or “somewhat” interested in Major League Baseball. This group is twice as likely as regular fans to visit the league site at www.mlb.com.