SBD/March 21, 2012/Research and Ratings

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%

 

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