CHARACTER ISSUES CITED AS MOST IMPORTANT IN DETERMINING A SPORTS STAR'S PERSUASIVENESS AS A PRODUCT ENDORSER

New survey for Advertising Age shows differences among genders, age groups, fans of sports leagues

Menlo Park, CA; November 8, 2004: A new study by Knowledge Networks (KN) for Advertising Age suggests that "character" issues are paramount in determining a sports star's effectiveness as an endorser of consumer products and services. Among 19 traits measured, Knowledge Networks panelists most often cited abstaining from drugs, serving as a good role model for kids, and remaining on the right side of the law as "extremely important" to their likelihood of being influenced by a sports celebrity's endorsement.

Overall, five of the six traits that evoked the strongest reactions in respondents were related to character issues; these ranked above such criteria as

• achievement on the playing field,
• belonging to a favorite team, or
• aspects of personal identification with the athlete ("same ethnic background as me," "same gender as me," or "close to my age").

Results from the survey appear in today's issue of Ad Age; for further data from the survey—including breaks by gender, age, and ethnicity—click here.

More than half (53%) of the 610 nationwide respondents, ages 18 and above, said that not using drugs was "extremely important" to whether a specific endorser would influence their opinion of a product; being a good role model for kids was cited by 43%; and "has never been arrested," 35%. Whether the athlete actually uses the product being endorsed was tied for fourth in this ranking, inspiring strong feelings among just over one-quarter (27%) of those surveyed— the same percentage that cited "has a good family life."

The survey also shows that women and older respondents are more inclined to see character issues as crucial to a sports endorser's persuasiveness. Compared to those ages 18 to 34, respondents in the 50+ group are more likely (59% versus 42%) to say that not using drugs is extremely important to an endorser's effectiveness; and 39% of women cited never having been arrested as highly important, versus 31% of men.

Sports achievement credentials resonated more strongly with non-white respondents; 19% of non-whites—compared to 9% of whites—said a high level of success in his/her sports career was extremely important to an endorser's ability to affect their opinion of a product.

Sports fans overall were more likely than the general population to be concerned about character issues; but among followers of the major sports leagues, Major League Baseball and Extreme Sports fans seem to be most concerned about character issues, while National Basketball Association fans are less concerned. Authenticity in terms of actual product use was most highly prized by National Hockey League followers (40%) and of less import to NBA and National Football League fans (26% each).

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.t