This morning at the Int'l Sport Summit in N.Y., ESPN/
Chilton Sports Poll Founder Dr. Richard Luker introduced two
new indices of change that have been developed in an effort
to help sports marketers with annual planning based on real
growth or decline in the industry. Luker has taken data
since the Sports Poll was established in '94, in an effort
to show the change in the industry. He has outlined the
details of his data in an exclusive for THE DAILY.
ESPN CHILTON SPORTS POLL LEAGUE INDEX: This charts
change in the average size of fan activity in the four major
leagues (NFL, MLB, NBA & NHL). The measure used to build
the index over the past five years is based on overall
"activity" as a fan of that sport. Summary of changes:
'94-95 '95-96 '96-97 '97-98
+0.5% +8.68% -4.19% -2.50%
ESPN CHILTON SPORTS POLL TOP 12 INDEX: This charts
change in the average size of the twelve sports that account
for nearly 80% of all fan activity in the U.S. In addition
to the NFL, MLB, NBA and NHL, the index includes NCAA
basketball and football, pro golf, tennis, soccer, figure
skating, auto racing and boxing. Summary changes:
'94-95 '95-96 '96-97 '97-98
n/a +8.73% -6.19% -2.40%
FINAL DATA ANALYSIS: Interpreting the indices, Luker
said the league fan bases, on average, declined 2.5% in '98.
The top 12 sports declined an average of 2.4%. Luker added
that planning for '99 should anticipate a continued decline
in the 2% range across the board (THE DAILY).
