The average World Series viewer this year is 54.4 years old, according to Nielsen, the media research firm. The trend line is heading north: The average age was 49.9 in 2009. Kids age 6 to 17 represented just 4.3% of the average audience for the American and National League Championship Series this year, compared with 7.4% a decade ago.
Comparisons with the NFL are pointless. That behemoth of North American sports dominates nearly every demographic. But kids make up a larger segment of the television audiences for the NBA, NHL and even soccer's English Premier League than they do for baseball.
Kids accounted for 9.4% of the NBA conference finals audience this year, compared with 10.6% a decade ago. They represented 9% of the NHL conference-finals audience in the spring. For Premier League soccer on the NBC Sports Network, kids are accounting for 11% of the audience.