SBD/14/The Back Of The Book

GETTING A READ ON THE NFL'S SHIFTING LANDSCAPE

     The ESPN Chilton Sports Poll surveyed 19,871 U.S. residents
from Jan. 4, 1994 to April 3, 1995.  Respondents in the following
four cities -- L.A., St. Louis, Cleveland and Cincinnati -- were
asked whether they own NFL logo clothing, whether they are "avid"
NFL fans, and to list their favorite NFL teams.  Results follow:

LOS ANGELES
ST. LOUIS
Own logo clothing
  31%
Own logo clothing
18%
Avid NFL fans
29
Avid NFL fans
16
 
Top 3 NFL teams
Top 3 NFL teams
(1) Raiders
19.7%
(1) Chiefs
13.5%
(2) 49ers
12.7
(2) Cowboys
11.7
(3) Cowboys
11.1
(3) Bears
6.9
(4) Rams
7
(10) Rams
1.1
(18) Browns
.3
 
CINCINNATI
CLEVELAND
Own logo clothing
  34%
Own logo clothing
  40%
Avid NFL fans
22
Avid NFL fans
28
 
Top 3 NFL teams
Top 3 NFL teams
(1) Bengals
34.8%
(1) Browns
49.3%
(2) Cowboys
10.9
(2) Cowboys
7.1
(3) Browns
5.5
(3) Steelers
5.6
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