NFL, NASCAR SCORE HIGHEST IN LEVERAGING FAN RELATIONSHIPS FOR TV ADVERTISERS, SPONSORS

Knowledge Networks methodology helps quantify the benefits sports brands bring to marketers

Menlo Park, CA; September 4, 2003: According to a just-released Knowledge Networks study of nine sports leagues, the NFL and NASCAR are tops at translating their fan relationships into tangible value for TV advertisers and sponsors.

By applying its proven Brand Relationship Tracker™ methodology, Knowledge Networks is able to measure the "resonance" that develops between consumers, sports brands, and the brands of sports advertisers and sponsors - how deeply they have connected with fans, and whether those connections translate into increased awareness of and receptivity to television advertising.

In the new study—which will also be presented at the ARF Week of Workshops later this month—the NFL and NASCAR were virtually even in the overall "resonance" of TV advertising among their fans (ages 18 to 49), with scores of 51 (NASCAR) and 50 (NFL); following at 45 each were the NCAA, the Olympics, NBA, and MLB. (Advertising resonance represents a combination of ad receptivity, prestige, and relevance; scores are scaled from 0 to 100.) Among eight factors measured, NASCAR fans were more likely to say that ads in the sport are an important information source for products they are interested in (NASCAR, 46; NFL, 41) and companies that advertise with the sport are relevant to their personal needs (NASCAR 45; NFL; 40).

The NFL and NASCAR were essentially equal when it came to attention to TV ads, likelihood of changing channels during ads, perceived commitment to quality of league advertisers, and inclination to purchase from advertisers in the sport.

Among the core demographic of men 21 to 34, advertising resonance for the leagues was essentially the same; but overall resonance of the league brands was quite different, with the NFL scoring significantly higher (62, versus 54 among those 18-49) and the NCAA gaining significant ground (55, compared to 49 among 18- to 49-year-olds).

In the study, twice as many consumers qualified as fans of the NFL (47%) as compared to NASCAR (23%); other high-ranking leagues in terms of fan levels were the Olympics (35%), MLB (29%), and the NBA (23%).

Knowledge Networks possesses deep expertise in sports sponsorship, advertising, and media research. Its team has worked with nearly all of the major sports leagues and media companies, as well as many sponsors, determining which opportunities hold the greatest promise for business success. Knowledge Networks/SRI has conducted dozens of sports-related studies on advertising and programming effectiveness.

Knowledge Networks delivers quality you can use—superior methodologies, design, and analysis that give you an edge when it comes to making smart, safe business decisions. KN's unmatched consumer research resources include the only projectable Web-based consumer panel. The company leverages its expertise in brands, media, advertising, and analytics to provide insights that speak directly to clients' most important marketing issues. In addition, Knowledge Networks has built a substantial practice in government and academic research, an area notable for its rigorous methodology standards.