Many major sports are seeing the average age of their viewers creep past 50.
Live sports are often seen as the last bastion of a reliable mass audience for advertisers. But that story is getting old.
A new report on the state of sports media in the U.S. from the ad buying giant Magna Global shows that while live sports consumption remains strong, its audience keeps aging.
Among the highlights:
While there are still plenty of advertisers looking to reach middle-aged audiences, those that have typically turned to TV sports to reach younger consumer may have to start looking elsewhere.
Check out the trend toward older sports audiences in the chart below: