SBJ/June 7 - 13, 2004/SBJ In Depth

Turnkey Sports Poll

The following are results from the Turnkey Sports Poll taken in May. The survey covered about 400 senior-level sports industry executives spanning professional and college sports.
1. A director of athletics should be held responsible for the off-field conduct of coaches, athletes and athletics department staff.
Agree 38.66%
Somewhat agree 44.33%
Neither agree nor disagree 4.64%
Somewhat disagree 6.70%
Disagree 3.09%
No response 2.58%
2. What should be the most important measure of success of a director of athletics?
Graduation rates of athletes 27.32%
On-field success in men’s football and basketball 5.15%
On-field success across all intercollegiate sports 32.99%
Conduct of athletes, coaches, staff 5.15%
Financial performance of the department of athletics 23.71%
No response 5.67%
3. In your opinion, do you think that major college sports is fully maximizing its revenues from sponsorship, broadcasting and licensing?
Yes 22.16%
No 73.20%
No response 4.64%
Source: Turnkey Sports in conjunction with SportsBusiness Journal. Turnkey specializes in instant fan feedback (FanTrak) and custom market research for sports and entertainment. Visit
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