SBJ/September 1 - 7, 2003/Special Report

Commitment to the brand

The following data shows the strength of the NFL brand relative to other sports properties, according to research compiled by Knowledge Networks Inc. Cranford, N.J.-based Knowledge Networks rated the properties below based on a measure defined as "resonance" and using responses to a March poll of more than 1,000 people, ages 18-49.

Resonance is defined by Knowledge Networks as the result of combining several factors related to a brand's power, including the attachment a user feels to the brand and the extent to which users of that brand represent a community with shared interests and values. In the charts below, the numbers represent the scores posted by each property in the survey results. Scores are scaled from 1 to 100, with 100 being the highest.

The properties are listed by their scores in the category of all adults, ages 18-49.

Resonance of sports properties
  Adults 18-49 Men 21-34 Men 35-49 Women 21-34 Women 35-49
NFL 53.9 61.6 57.8 47.6 47.1
NASCAR 52.2 54.8 51.2 51.5 51.3
MLB 48.5 52.6 51.6 48.6 40.5
NCAA men’s basketball 48.5 54.9 51.5 40.6 37.4
MLS 47.9 53.8 44.9 45.8 50.2
NBA 46.6 53.5 49.9 44.2 37.6
Olympics 44.1 40.8 44.4 44.2 46.4
NHL 43.4 47.3 41.8 41 42
PGA 42.5 49.5 41.8 37.8 37.4
 
Resonance of sports leagues’ advertising
  Adults 18-49 Men 21-34 Men 35-49 Women 21-34 Women 35-49
NASCAR 50.8 50.1 51.8 50.6 50.3
NFL 49.5 51.4 52.2 48.9 46.2
NCAA men’s basketball 45.3 47.2 47.6 40.7 40.4
Olympics 44.9 45.3 45.9 44.6 45
NBA 44.8 45.9 48.9 44.1 38.1
MLB 44.5 46.2 47.3 41.4 40.8
MLS 43.8 41.9 46.6 41.4 46.2
PGA 43.3 46.3 43.9 42.4 39.4
NHL 42.2 42.2 43.1 41 41.5
 
Source: Knowledge Networks

 

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