Date of Award


Document Type


Degree Name

Master of Arts (MA)




Variables, including age, sex, group accompaniment, extracurricular activities and "likes" and "dislikes" about experiences at games, were investigated for their relationship to attendance at Omaha Royals games and to listenership to Royals on radio. The results of a survey of spectators (N=333) at 11 Royals games show a difference in frequency of attendance among age groups and a difference in frequency of listenership between the sexes. Those over age 55 appear to attend games more often (p<.01) and female listeners tune in Royals games more frequently than males who listen to Omaha Royals radio (p<.05). Such findings support the contentions of Lee and Zeiss (1980) that age does make a difference in the amount of sports consumption, and that females may adopt sports consumer roles as readily as males. The study also indicates baseball's importance as a forum for socialization among family members and as a mechanism for exploring communication components of the sports subculture (Donnelly, 1972) and their marketing implications.


A Thesis Presented to the Department of Communication and the Faculty of the Graduate College University of Nebraska In Partial Fulfillment of the Requirements for the Degree Master of Arts University of Nebraska at Omaha. Copyright 1990, David C. Ogden