SBD/Issue 57/SBD/SBJ Reader Survey

SBD/SBJ Reader Survey: Media, Sponsorships

THE DAILY each day this week is presenting the results from the fifth annual SportsBusiness Daily/SportsBusiness Journal readers survey on the state of the sports industry. Today, we look at an overview of the media and sponsorships. Turnkey Sports & Entertainment partnered with SBD/SBJ on the survey.

MEDIA

Most effective television network sports executive:
George Bodenheimer and Dick Ebersol continue to flip-flop from year to year in the top two spots. Last year it was Ebersol at No. 1, fueled perhaps by NBC's strong presentation of the Beijing Games. This year, Bodenheimer easily earned the top position.
George Bodenheimer (ESPN/ABC)
61.15%
Dick Ebersol (NBC Universal)
15.94%
Sean McManus (CBS)
8.54%
David Hill (Fox)
7.06%
David Levy (Turner)
4.09%
Jamie Davis (Versus)
1.39%
Other
1.83%
Responses: 1,148
Network with the most effective overall sports division:
ABC/ESPN
71.19%
CBS
8.79%
Fox
8.36%
NBC Universal
5.22%
Turner
4.61%
Versus
1.31%
Other
0.52%
Responses: 1,149
Network with the most effective sports PR division:
ABC/ESPN
60.20%
Fox
9.40%
CBS
6.83%
NBC Universal
6.47%
MLB Network
6.38%
Turner
5.14%
NFL Network
2.30%
Versus
1.86%
Other
1.42%
Responses: 1,128
Favorite league-specific studio show:
College GameDay (ESPN, football)
28.51%
Baseball Tonight (ESPN)
13.29%
MLB Tonight (MLB Network)
10.72%
Inside the NBA (TNT)
8.89%
Fox NFL Sunday (Fox)
6.51%
Responses: 1,091
Favorite major league Web site:
MLB.com
34.13%
NFL.com
22.48%
NHL.com
12.57%
NBA.com
10.18%
PGATour.com
5.87%
Responses: 1,090
Favorite NFL pregame show:
Sunday NFL Countdown (ESPN)
36.25%
Fox NFL Sunday (Fox)
29.83%
The NFL Today (CBS)
15.89%
Football Night in America (NBC)
15.33%
NFL GameDay Morning (NFL Network)
2.70%
Responses: 1,076
Favorite NFL studio show analyst:
Terry Bradshaw
13.13%
Tom Jackson
10.48%
Howie Long
9.16%
Tony Dungy
6.70%
Boomer Esiason
6.42%
Responses: 1,059
Most effective single-sport network executive:
Readers obviously were impressed by MLB Networks strong debut this year, under Tony Petitti's leadership. As the network launched in 50 million homes, NFL Network continued to battle cable companies for wider distribution.
Tony Petitti (MLB Network)
35.96%
Steve Bornstein (NFL Network)
28.97%
Page Thompson (Golf Channel)
11.39%
Hunter Nickell (Speed)
6.82%
Bryan Perez (NBA TV)
5.11%
Jody Shapiro (NHL Network)
4.22%
Ken Solomon (Tennis Channel)
3.14%
Other
4.39%
Responses: 1,115
Favorite TV play-by-play personality:
Bob Costas
13.58%
Al Michaels
11.82%
Jim Nantz
11.82%
Joe Buck
9.61%
Mike Tirico
6.70%
Responses: 1,134
Favorite studio show host:
Bob Costas
19.01%
Chris Berman
17.72%
Chris Fowler
10.84%
James Brown
9.83%
Ernie Johnson
9.37%
Responses: 1,089
Favorite non-NFL studio show analyst:
Charles Barkley
24.79%
Kirk Herbstreit
14.46%
Peter Gammons
12.63%
Harold Reynolds
7.50%
Michael Wilbon
6.22%
Responses: 1,093
Favorite non-league sports Web site:
ESPN.com
53.38%
CBSSports.com
10.62%
SI.com
7.56%
Yahoo! Sports
7.20%
Deadspin
5.40%
Responses: 1,111
Favorite TV game broadcast analyst:
Kirk Herbstreit
13.15%
Cris Collinsworth
9.91%
Troy Aikman
7.84%
John McEnroe
6.85%
Phil Simms
5.68%
Responses: 1,110

 

SPONSORSHIP

Rebranding Gatorade as G was:
Jury is still out
50.36%
A bad idea
40.67%
Brilliant marketing
8.97%
Responses: 981
Corporate sponsor you most want aligned with your property:
Nike
23.08%
Coca-Cola
13.51%
Anheuser-Busch
11.23%
Apple
8.32%
Under Armour
4.26%
Responses: 962
Athlete who could successfully endorse the widest range of products or brands:
Tiger Woods
34.18%
Peyton Manning
29.80%
Derek Jeter
11.02%
Tom Brady
8.57%
LeBron James
6.53%
Responses: 980
Over the next five years, sports sponsorship spending will:
Increase slightly
41.82%
Decrease slightly
28.26%
Remain the same
21.33%
Decrease dramatically
6.00%
Increase dramatically
2.59%
Responses: 966
You're a brand executive at a top corporate sponsor. How interested are you in signing an athlete as a spokesperson?
Somewhat
58.04%
Very much
21.55%
Very little
16.29%
Not at all
4.12%
Responses: 970
Property whose athletes have the best reputation with sponsors:
NASCAR
26.58%
PGA Tour
18.57%
NFL
14.24%
NHL
9.60%
MLB
9.18%
Responses: 948
The main hesitation sponsors have in signing an athlete as a spokesperson:
Unpredictable athlete behavior
69.97%
Insufficient consumer reach
13.11%
Insufficient access for personal appearances
10.01%
Conflicts with athletes other deals
3.61%
Other
3.30%
Responses: 969

 

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