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The Back Of The Book

ATHLETE ENDORSEMENTS PUSH THE NEEDLE ON PURCHASING DECISIONS

          THE DAILY and the Fox Sports/TMG Poll surveyed 1,140     U.S. and Canadian residents, ages 12+, during the month of     September, on the impact of an athlete's sponsorship of a     particular product or service.  Sample sizes: Total = 1,140;     Sports Fans = 843 respondents w/interest of 3 out of 5;     Premier Fans = 271 respondents w/interest of 5 out of 5.      For question (#3), Total = 188; Sports Fans = 172 w/interest     of 3 out of 5 who favor male endorsers.  For question (#4),     Total = 180; Sports Fans = 142 with sports interest of 3 out     of 5 who favor female athlete endorsers (THE DAILY):             
WHAT IMPACT, IF ANY, DOES KNOWING THAT AN ATHLETE SPONSORS
A PARTICULAR PRODUCT OR SERVICE HAVE ON YOUR DECISION TO BUY
THAT PRODUCT OR SERVICE?
 
FANS
PREMIER
FANS
TOTAL
POPULATION
MUCH MORE LIKELY
12.7%
17.0%
12.3%
SOMEWHAT MORE LIKELY
32.5%
37.3%
30.9%
SOMEWHAT LESS LIKELY
16.5%
13.3%
16.0%
MUCH LESS LIKELY
13.3%
10.7%
15.3%
NO DIFF/DOESN'T MATTER
21.5%
18.5%
21.9%

WOULD YOU PREFER TO BUY A PRODUCT OR SERVICE ENDORSED BY
A MALE ATHLETE OR A FEMALE ATHLETE?
 
FANS
PREMIER
FANS
TOTAL
POPULATION
MALE ATHLETES
20.4%
25.5%
18.9%
FEMALE ATHLETES
16.8%
15.1%
18.1%
NO DIFF/DOESN'T MATTER
59.1%
56.5%
59.6%

WHICH OF THE FOLLOWING COMES CLOSEST TO YOUR MAIN REASON
FOR PREFERRING TO BUY A PRODUCT/SERVICE ENDORSED BY A
MALE ATHLETE?
 
SPORTS
FANS
TOTAL
MALES ARE BETTER KNOWN
56.4%
54.3%
MALES ARE MORE FAMILIAR W/PRODUCT
24.4%
24.5%
MALES ARE MORE BELIEVABLE ENDORSERS
8.7%
9.0%
FEMALES DO ENDORSEMENTS ONLY FOR MONEY
2.9%
3.7%
OTHER REASONS
2.9%
3.2%
DON'T KNOW
4.1%
4.8%

WHICH OF THE FOLLOWING COMES CLOSEST TO YOUR PRIMARY REASON
FOR PREFERRING TO BUY A PRODUCT/SERVICE ENDORSED BY A
FEMALE ATHLETE?
 
SPORTS
FANS
TOTAL
FEMALES ARE MORE FAMILIAR W/PRODUCT
28.9%
28.3%
FEMALES ARE MORE BELIEVABLE ENDORSERS
26.8%
24.4%
MALES ENDORSE TOO MANY PRODUCTS
16.2%
18.3%
MALES DO ENDORSEMENTS ONLY FOR MONEY
18.3%
17.2%
OTHER REASONS
5.6%
7.2%
DON'T KNOW
4.2%
4.4%

 

 

 

 

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