The Washington Post

Sip sip hooray: Capitals fans most upscale in area

Wine and cheese rather than beer and brats might be the celebration of choice for Capitals fans in the wake of their first-round playoff victory over the Boston Bruins. Syndicated research as well as polling from The Washington Post shows that Caps fans are the most upscale in terms of education and income of the four major professional teams in the Washington area.

More than six in 10 adults who have attended at least one Capitals game in the past year have college degrees, making them the most educated fans of the four major pro sports teams in Washington, according to data from Scarborough Research, a provider of syndicated market and media audience information.

A third of those who’ve gone to Caps games have household incomes of $150,000 or more, also the highest proportion of any of the other pro-sports attendees.

More Caps attendees reside in Montgomery County (24 percent) than do attendees of the three other major pro franchises.

Caps attendees also have the highest proportions of:

• Men (73 percent)

• Fans between 25 and 44 (52 percent)

• Professionals and managers (70 percent)

• Homeowners (76 percent)

These Scarborough results closely reflect findings from a Washington Post poll of D.C. area sports fans last summer. College graduates have higher favorable ratings of the Caps than they do of the Redskins, Nationals, Wizards or DC United. And those with incomes of $100,000 or more have equally high ratings of the Caps and Nats.

Scarborough data reveal other novel findings about the interests of Caps fans. In the past 12 months, they were more likely than fans of the three other major teams to have participated in gardening (45 percent), photography (41 percent), volunteer work (38 percent) and yoga (19 percent), as well as to have attended rock (the Red?) concerts (32 percent).

Sources: Scarborough Research, 2011, Release 2 (U.S. and Washington DMA). Washington Post poll, July 29 to Aug. 29, 2011.

David Barie is in The Post’s research and analytics department

* All Washington data is based on the DMA, which is the television viewing market as defined by Nielsen. Scarborough Research is a provider of syndicated market and media research information.

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