Fans Celebrate the 2012 Kentucky Derby Race

The 2012 Kentucky Derby race kicks off this weekend on May 4 and 5, but just who will be watching the Run for the Roses? According to Scarborough Sports Marketing, the Kentucky Derby is a classic sport with audiences that are a little older – 40 percent of adults who watched the Kentucky Derby are Baby Boomers* and 30 percent are age 65+. Though Kentucky Derby viewers are older, they’re also wiser; they are 18% more likely than all U.S. adults to hold at least a college degree.

Kentucky Derby viewers are 14% more likely than all U.S. adults to have shopped for sporting events tickets online in the past 12 months but the Millionaire’s Row box seats are generally reserved for the rich and famous. Kentucky Derby viewers might be able to score those seats next year, though as 23 percent of Kentucky Derby viewers have an annual household income of $100K or more. What kind of refreshing beverage do Derby fans enjoy at the race? A Mint Julep, of course! This timeless Kentucky Derby drink is popular among viewers age 21+ as they are 26 percent more likely than all U.S. adults to have had bourbon in the past 30 days.

Will you be tuning in to the 2012 Kentucky Derby race this weekend? Donning an elaborate hat to keep out the sun? Tell us about it in the comments section!

*Scarborough defines the different American generations as Generation Y (age 18-29), Generation X (30-44), Baby Boomers (45-64) and the Silent Generation (65+).

SOURCE: The source for the data in this article is Scarborough USA+ Release 2 2011.




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