SBD/March 27, 2012/Research and Ratings

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  • Survey Finds NASCAR, NFL Tops In Sponsor Recall Among TV Viewers

    The highest sponsor recall on TV was among NASCAR and NFL viewers, according to a recent study conducted by research firm Repucom. Consumers were asked if, over the past 12 months, they could recall seeing or hearing any sponsorship while watching a game/event on TV. This would include signage on or around the field of play as well as any sponsored segments of the broadcasts, such as a halftime show or play of the game. NASCAR ranked first with 51%, while the NFL ranked second at 50%. MLB, NBA and college football rounded out the top five. Commercials were not included (Repucom).

    SPONSOR RECALL BY TV VIEWERS OF SPORTS EVENTS
    OVER LAST 12 MONTHS (EXCLUDES COMMERCIALS)
    LEAGUE/SPORT
    %
    NASCAR
    51%
    NFL
    50%
    MLB
    42%
    NBA
    41%
    College football
    39%
    IndyCar
    37%
    College basketball
    36%
    NHL
    36%
    Pro golf (men & women)
    33%
    MMA
    31%
    Action/extreme sports
    29%
    MLS
    29%
    Pro tennis (men & women)
    27%
    High school sports
    22%
    WNBA
    22%

     

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