Pookie
06-15-2014, 10:05 AM
Money.
We often discuss the fan bases of our Toronto teams. Demographics are thrown around in terms of what we suspect to the be the target audience.
In one thread we talk about a younger crowd as a way to explain lower TV ratings. In another, it's the area code of the fan base. But really, we are just guessing.
This may help with the guessing.
I stumbled across Coremedia's website. This is a company that publishes souvenir programs for the Leafs, Jays, Raptors, Toronto FC, Marlies and Ottawa Senators. In targeting advertisers as part of their business model, they published some demographics that look to be current as of 2012-13.
http://www.coremedia.ca
Here's how they perceive the demographics for each respective team (minus the Argos):
Jays
Leafs
Raptors
Toronto FC
Marlies
Males
58%
67%
67%
60%
72%
Age 18-34
50%
17%
22%
46%
20%
MOPES
32%
58%
56%
58%
42%
Avg Household Income
$82,000
$108,000
$103,000
$108,000
$103,000
* MOPES is generally defined as Managers, Owners, Professionals and Executives in Small to Medium Sized Businesses
Interesting numbers from that. TFC fans though younger, are very similar to Leaf fans in terms of income and profession. Given that students and recent grads are not likely have to incomes (single or dual) in the $108k range, it may stand to reason that TFC's 18-34 cohort might be weighted more to the older end of that spectrum.
Contrast that with the Jays with a lower number of "MOPES" and a lower average income, yet a higher percentage in the 18-34 category and they may in fact be younger.
This could very well explain why our ticket prices and ticket policies have been at the more expensive end of the MLS marketplace. When previous MLSE execs talked about pricing relative to the local market, they were talking about going after the same fan base. MOPES with similar incomes.
We often discuss the fan bases of our Toronto teams. Demographics are thrown around in terms of what we suspect to the be the target audience.
In one thread we talk about a younger crowd as a way to explain lower TV ratings. In another, it's the area code of the fan base. But really, we are just guessing.
This may help with the guessing.
I stumbled across Coremedia's website. This is a company that publishes souvenir programs for the Leafs, Jays, Raptors, Toronto FC, Marlies and Ottawa Senators. In targeting advertisers as part of their business model, they published some demographics that look to be current as of 2012-13.
http://www.coremedia.ca
Here's how they perceive the demographics for each respective team (minus the Argos):
Jays
Leafs
Raptors
Toronto FC
Marlies
Males
58%
67%
67%
60%
72%
Age 18-34
50%
17%
22%
46%
20%
MOPES
32%
58%
56%
58%
42%
Avg Household Income
$82,000
$108,000
$103,000
$108,000
$103,000
* MOPES is generally defined as Managers, Owners, Professionals and Executives in Small to Medium Sized Businesses
Interesting numbers from that. TFC fans though younger, are very similar to Leaf fans in terms of income and profession. Given that students and recent grads are not likely have to incomes (single or dual) in the $108k range, it may stand to reason that TFC's 18-34 cohort might be weighted more to the older end of that spectrum.
Contrast that with the Jays with a lower number of "MOPES" and a lower average income, yet a higher percentage in the 18-34 category and they may in fact be younger.
This could very well explain why our ticket prices and ticket policies have been at the more expensive end of the MLS marketplace. When previous MLSE execs talked about pricing relative to the local market, they were talking about going after the same fan base. MOPES with similar incomes.