SBD/March 27, 2012/Research and Ratings

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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