SBD/Issue 48/The Back of the Book

Turnkey Sports Poll: MLB Fans Now Trying More Official Products

More than 52% of avid MLB fans and more than 40% of casual fans said they are more likely to consider trying a product or service if that product or service is an official sponsor of MLB, according to data from Turnkey Sports & Entertainment, through its Turnkey Intelligence operation. Both of those respective marks are up from last year's figures. Below are responses from MLB fans in regard to official league products/services. Turnkey conducted national consumer research surveys among a sample of 411 members of the Greenfield Online Omnibus panel who were at least 18 years old. This year’s survey was conducted October 5-28, a period that ended on the day of tgame One of the World Series. Last year’s survey was conducted October 10-29, a period that ran through the last game of the World Series (Turnkey Sports & Entertainment). Also see this week's SportsBusiness Journal for responses by individual category/sponsor.

Are you more or less likely to consider trying a product/service if
that product/service is an official sponsor of MLB?
 
AVID FAN
CASUAL FAN
 
'09
'08
'09
'08
More likely 52.5% 49.1%
40.6%
37.6%
Unaffected or less likely 47.5% 50.9%
59.4%
62.4%
Are you more or less likely to regularly consume a product/service if that product/service is an official sponsor of MLB?
More likely 43.6% 41.2%
27.7%
29.5%
Unaffected or less likely 56.4% 58.8%
72.3%
70.5%
Are you more or less likely to trust a product/service if that
product/service is an official sponsor of MLB?
More likely 41.7% 38.9%
29.7%
31.5%
Unaffected or less likely 58.3% 61.1%
70.3%
68.5%
Are you more or less likely to recommend a product/service to a friend or family member if that product/service is an official sponsor of MLB?
More likely 40.7% 40.8%
27.2%
27.7%
Unaffected or less likely 59.3% 59.2%
72.8%
73.3%
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