ESPN Chilton surveyed 8,998 respondents from April-December
'95, and asked them to name the top sponsors in sports. Sample
sizes are in parentheses (THE DAILY).
OVERALL (8,998) AGE 21 & OVER (7,373)
Nike 29.8% Anheuser-Busch 29.2%
Anheuser-Busch 25.4 Nike 28.5
Coca-Cola 9.2 Coca-Cola 9.2
Pepsi 7.4 Pepsi 6.8
McDonald's 5.0 McDonald's 4.6
SIX-MONTH TREND LINE
AUG SEP OCT NOV DEC JAN FEB
Nike 27.4% 30.7% 26.4% 36.5% 30.5% 37.7% 32.9%
Anheuser-Busch 24.2 18.6 25.5 26.1 28.5 37.7 27.9
Coca-Cola 12.4 11.7 11.1 9.1 9.8 5.8 8.4
Pepsi 10.0 12.2 9.4 9.1 5.9 9.2 7.2
McDonald's 5.8 6.9 6.7 5.0 4.2 3.1 3.2
AGE 12-17 (915) AGE 18-34 (1,056) AGE 35-44 (1,952)
Nike 39.4% Nike 41.2% Nike 41.2%
Starter 10.1 A-B 15.1 A-B 15.1
Gatorade 7.8 McD's 7.7 Coca-Cola 9.4
Coca-Cola 7.1 Pepsi 7.6 Pepsi 7.2
Pepsi 7.1 Coca-Cola 6.5 McDonald's 6.2
AGE 45-54 (1,282) AGE 55-64 (874) AGE 65+ (820)
A-B 33.7% A-B 34.6% A-B 34.6%
Nike 26.8 Nike 18.6 Coca-Cola 13.0
Coca-Cola 8.1 Coca-Cola 10.0 Nike 11.6
Pepsi 7.3 Pepsi 7.4 Gen Motors 6.5
Miller 3.9 Miller 3.6 Pepsi 4.2
