The Back Of The Book

IS DODGE'S NHL PARTNERSHIP PAYING OFF? DATA SUGGESTS YES

2.17.2000

          In December '99, The Harris Sports Poll asked 3,206
     respondents who had purchased an automobile in the past year
     about their propensity to purchase certain brands of
     vehicles.  The following compares the percentage of
     automobile buyers among the general adult population who
     purchased a Dodge/Chrysler to diehard/avid NHL fans who also
     purchased a Dodge/Chrysler in the past year. DaimlerChrysler
     is the NHL's official automotive sponsor (Harris Sports): 

                                    GENERAL ADULT    DIEHARD/AVID
                                     POPULATION        NHL FANS
PROPENSITY TO PURCHASE DODGE/CHRYSLER    16%              21%


                              -30-

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