I can't come up with research to back it up, but from personal experience from people I know there are sports guys and non-sports guys. A lot of the non-sports guys are rock fans and like Russ Martin and Howard Stern, but when a show comes on where they are quoting sports statistics, the non-sports guys tune out. On the other side I know guys who live and breathe their sports teams, memorize statistics, and when the talk changes to pop culture, they consider it mindless chit chat and tune out. Sports guys and non-sports guys can be the same age, have the same income and even do the same thing for a living, aka the same demographic, but one guy would be bored to tears by the other guys favorite show. They have different hobbies.
I can remember trying to explain to a media executive why, back in the day of United Paramount Network, that Star Trek Enterprise Fans would all tune out in unison when they followed up sci-fi with their Big Time Rasseling Show. They don't get it until it blows up in their face.