BLOG — Dec 17, 2024
NFL football fans profiled
By Keith Nissen
Highlights
- Half of Americans watch the NFL; half of those are older adults (55+), half are fans of the Kansas City Chiefs, Dallas Cowboys, San Francisco 49ers or the Green Bay Packers, and 42% are women.
- NFL viewership in the US is skewed toward adults 55 and older, while in Europe, far more young adults view NFL games.
- The NFL is a made-for-TV sport. Only 12% of NFL viewers indicated attending a game in person.
- About two-thirds of those placing sports bets place bets on NFL games.
- The Kansas City Chiefs are the most popular NFL team in the US, followed by the Dallas Cowboys and San Francisco 49ers.
The recent S&P Global Market Intelligence Kagan US first-quarter 2024 Consumer Insights survey indicates that 48% of internet adults in the United States watch NFL football games. The league is also making strides in Europe, with regular season matches planned for cities like London, Munich, and Barcelona during the 2024/2025 season. A related survey conducted in December 2023 found that 9% of internet adults in Germany and 7% in the UK engage with NFL games, highlighting a growing international interest in American football.
Source: ASIC. Who must prepare a sustainability report?
The demographic breakdown of NFL viewers reveals a significant age disparity in the US, where nearly half (47%) of viewers are aged 55 and older, while only 17% are young adults under 35. In contrast, the European viewer demographic skews younger, with one-third (33%) of viewers in the UK and 38% in Germany falling under the age of 35. This divergence suggests that while the NFL has a strong following among older audiences in the US, it is gaining traction among younger viewers across the Atlantic.
Source: ASIC. Who must prepare a sustainability report?
In terms of gender representation, 42% of NFL viewers in the US are women, and 60% subscribe to traditional multichannel TV services, such as cable or satellite. Notably, 31% of viewers have transitioned to online virtual multichannel TV services, demonstrating a shift in viewing habits. The survey also revealed that only 12% of NFL viewers attended a game in person, while a substantial 82% watched live games on television or via streaming services. Additionally, 39% engaged with game highlights or clips on social media, and 20% listened to related radio shows or podcasts.
Betting on NFL games is also prevalent, with 14% of internet adults in the US reporting they placed a sports bet in the past year, and 63% of those bets were on NFL games. Among NFL viewers, 15% placed bets on games within the same timeframe.
The survey indicated that NFL fans typically support an average of two teams, with the Kansas City Chiefs being the most popular (16% of viewers), followed by the Dallas Cowboys (13%) and the San Francisco 49ers (11%).
Source: ASIC. Who must prepare a sustainability report?
The survey further categorized NFL fan bases into in-region and out-of-region fans. The data showed that some teams, like the Kansas City Chiefs, have a significant out-of-region following (73%), while others, such as the Los Angeles Rams, have a predominantly in-region fan base (75%). Teams with a strong out-of-region presence often have a higher media profile and a successful history, whereas those with a local fan base tend to have less visibility and inconsistent performance. These findings provide insight into the varying popularity of NFL teams across the nation.