SBD/7/The Back Of The Book

IS NBA'S POST-JORDAN BOOST IMAGE OR REALITY?

     The ESPN Chilton Sports Poll surveyed 6,056 U.S. residents
(age 12+) from January 3, 1995 to March 27, 1995   -- with a
"MARCH '94" sample of 1,029 from March 1-28, 1994.  Respondents
were asked to rate their level of interest in the NBA.  A
question on Michael Jordan's return is based on a sample of
1,007, surveyed from March 14-27, 1995.

WHAT IS YOUR CURRENT INTEREST IN THE NBA?
MAR '95
FEB '95
JAN '95
MAR '94
Very interested
  19%
  17%
  17%
  16%
Somewhat interested
27
25
25
25
A little bit
15
17
18
20
Not at all interested
40
41
40
39
 
INTEREST IN THE NBA COMPARED TO LAST YEAR
MAR '95
FEB '95
JAN '95
MAR '94
Lot more interested
   12%
 8%
 9%
 5%
Slightly more
16
14
17
14
No change
42
45
37
35
Slightly less
16
18
18
21
A lot less
14
16
19
15
 
IMPACT OF MICHAEL JORDAN'S RETURN ON INTEREST IN THE NBA?
A lot more interested
    27%
Slightly less
   6%
Slightly more interested
26
A lot less
4
No change
22
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