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% |
