Are Athletes Beyond Reproach Majority Of Sports Fans Believe Athletes Today Increasingly View Themse



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NEW YORK, May 26 /PRNewswire/ -- Sporting News recently announced
findings from its annual research study of sports fans called
"Fandemonium." The quantitative study was fielded nationally among a panel
of 1,500 male and female sports enthusiasts ranging in age from 12-64. The
study included a large battery of attitudinal statements measuring how
today's fans think and feel about the current state of sports.

"Fandemonium" takes a comprehensive look at today's sports fans ranging
from casual to the die-hard enthusiast. The data was segmented by sports in
the following categories: attitudinal questions, sports loyalty, product
purchase power, media consumption and perception of athletes. In addition,
the study measured the emotional and personal benefits fans receive from
sports and the number of weekly hours male and female fans spend following
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The study revealed that the majority of fans -- 62% of men and 63% of
women -- completely or mostly agree that "more and more athletes today feel
like they are above the law." The study also showed that 67% of men and 59%
of women completely and mostly agree that "athletes today seem to be
willing to do anything and everything to get an edge," and half -- 52% of
men and 49% of women -- completely and mostly agree that "athletes are less
accessible and approachable today than ever before."

Despite these numbers, fans are spending more time and money watching
sports. Fandemonium segmented respondents' into light, medium or heavy
sports enthusiasts based on their consumption of sports media -- watching
sport TV, reading sports magazines and surfing sports web sites. Among
males, light enthusiasts represent 27% of the sports fan market and on
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average spend 5.2 hours a week consuming sports media, while heavy
enthusiasts represent 29% of the market and spend 32.4 hours a week with
sports media. Medium enthusiasts, at 44%, the largest male sports fan
segment, spend an average of 14.8 hours a week with sports media.

The comprehensive study was divided into two waves. Wave One was
fielded in February 2008 and is a combination of 1,500 male and female
sports fans. A second wave will be fielded in August, exclusively among 750
men.

"In fielding a two-wave study this year, our goal was to neutralize the
interest fans have with seasonal sports and any bias that may occur as a
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result of topical news for a given period, such as the congressional
hearings on steroids usage a month or two ago," said Stuart Marvin, Vice
President of Integrated Marketing & Sales for Sporting News. "This year for
the first time we also incorporated the view of female sports fans -- this
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allowed us to get a better understanding of the role of women in the sports
market place. "Fandemonium" is a tool that can help people identify
emotional touch points for reaching and influencing today's sports fans."

Ed Baker, Publisher of Sporting News noted, "With all the controversy
in sports today, it's not surprising to see that the majority of sports
fans -- male and female -- believe there is a culture of cheating in
organized sports. According to our study it's apparent that fans are
spending more and more time following their favorite teams and are
extremely dedicated to their favorite athletes."

About Sporting News:

Sporting News, a division of American City Business Journals, Inc., is
a multi-media sports company catering to passionate sports fans. Its
content is available through a weekly publication, Sporting News magazine;
a national radio network, Sporting News Radio; and a leading
community-based website, SportingNews.com. Sporting News also is a leading
publisher of sports yearbooks, and is engaged in various wireless and iTV
initiatives. Founded in 1886, Sporting News is the nation's first weekly
sports publication.

Contact: Matthew Altman (212-981-5225)

Matthew_Altman@dkcnews.com

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