SBD/January 22, 2013/Research and Ratings

Poll Results Suggest Armstrong's Fall From Grace Worse Than Woods, Bonds, Clemens

Following Lance Armstrong’s interview with Oprah Winfrey last week, overall opinion of the disgraced former cyclist is negative among those at least mildly interested in pro sports, but only at 54%, according to results from a recent poll conducted by Turnkey Intelligence. An online survey conducted among 593 people ages 18-74 found that 29% had a neutral opinion of Armstrong, compared to 17% positive. Compared to a year ago, 67% of respondents had a less favorable opinion of Armstrong. Among those who were most likely to see Armstrong in a positive light were people who have worn a Livestrong bracelet and younger demos. Respondents who watched the Oprah interview were more apt to see Armstrong positively and more likely to wear a Livestrong bracelet. Compared to Tiger Woods, Barry Bonds and Roger Clemens, 69% of respondents felt Armstrong had the furthest fall from grace. Around 60% of all respondents said they would not wear a Livestrong bracelet going forward, while 45% said Armstrong should repay his sponsors (Turnkey).

OVERALL OPINION OF LANCE ARMSTRONG
FOLLOWING OPRAH WINFREY INTERVIEW
OPINION
%
Negative
54%
Neutral
29%
Positive
17%
WHO WAS MOST DAMAGED BY
LANCE ARMSTRONG'S CONFESSION?

AT LEAST SOMEWHAT DAMAGED
NO EFFECT
Livestrong Foundation
63%
17%
Sport of cycling
62%
17%
Tour de France
61%
18%
Other pro athletes
36%
29%
Trek
31%
40%
Nike
28%
42%
U.S. Postal Service
20%
59%
Discovery Channel
18%
60%
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