Can Baseball Retain its Fans Amid the Labor Dispute?

Rochester, NY—July 9, 2002—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^SM 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%.

Harris Interactive (www.harrisinteractive.com) is a worldwide market research and consulting firm best known for The Harris Poll^® and its pioneering use of the Internet to conduct scientifically accurate market research. We combine the power of unique methodologies and technology with international expertise in predictive, custom and strategic research. Headquartered in Rochester, NY, with offices across the United States, in the United Kingdom, in Japan and a global network of local market and opinion research firms, the Company conducts international research with fluency in multiple languages. EOE M/F/D/V

To become a member of the Harris Poll Online^SM and be invited to participate in future online surveys, visit www.harrispollonline.com.

Nancy Wong
Harris Interactive
585-214-7316 or 585-415-8931
nwong@harrisinteractive.com