SBD/March 21, 2012/Research and Ratings

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  • Survey Finds Coca-Cola Top-Recalled NCAA Men's Tourney Sponsor Among Sports Fans

    Nearly 24% of all sports fans and 34.5% of those that consider themselves college basketball fans were able to recall a sponsor of the NCAA men’s basketball tournament unaided, according to a survey by research firm Repucom. Unaided by any list, the top recalled brand associated with the tournament, among both sports fans and college basketball fans, was Coca-Cola, followed by Nike. When then provided a list -- which included AT&T, Capital One, Coca-Cola, Verizon, LG, Enterprise, Powerade, Gatorade, Hertz, Reese’s and Lowe’s – Coke was again the top recalled brand, followed  by Gatorade, which is not a sponsor of the tournament. For both aided and unaided recall, there was a slight lift in recall among college basketball fans when compared to all sports fans.

    DRINK IT UP: When asked about sports drinks in particular, 21% of sports fans and 27% of college basketball fans recalled seeing sports drinks on the sidelines during the tournament. Of those respondents, 40% of both sports fans and college basketball fans recalled seeing Powerade on the sidelines. However, 80% incorrectly recalled seeing Gatorade (Repucom).

    TOP RECALLED BRANDS (UNAIDED) ASSOCIATED
    WITH THE MEN'S NCAA BASKETBALL TOURNAMENT
    BRAND
    ALL SPORTS FANS
    COLLEGE BASKETBALL FANS
    Coca-Cola
    5.1%
    7.2%
    Nike
    5.4%
    7.0%
    AT&T
    2.5%
    3.7%
    Pepsi
    1.8%
    2.7%
    Allstate
    1.6%
    2.4%
         
    TOP RECALLED BRANDS (AIDED) ASSOCIATED
    WITH THE MEN'S NCAA BASKETBALL TOURNAMENT
    BRAND
    ALL SPORTS FANS
    COLLEGE BASKETBALL FANS
    Coca-Cola
    43.9%
    50.1%
    Gatorade (not a sponsor)
    37.8%
    43.2%
    AT&T
    29.2%
    33.9%
    Verizon (not a sponsor)
    26.5%
    30.7%
    Capital One
    25.0%
    29.0%
    Powerade
    21.3%
    24.0%

     

    Print | Tags: Research and Ratings, NCAA
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