SBJ/January 31 - February 6, 2005/SBJ In Depth

Turnkey Sports Poll

Following are results from the Turnkey Sports Poll taken in December. The survey covered about 400 senior-level sports industry executives spanning professional and college sports.
In your opinion, what is the best use of advertising during the Super Bowl?
Launch a new product/brand 44.4%
Generate mass market awareness 30.6%
Reinforce already strong positioning 24.5%
Provide lift to the stock price 0.5%
Is Super Bowl advertising as effective as it was five years ago?
Yes 68.1%
No 31.9%
Will Janet Jackson’s “wardrobe malfunction” negatively impact advertising/sponsorship revenue for the 2005 Super Bowl in Jacksonville?
March 2004 December 2004
Yes 16.0% 3.7%
No 82.6% 96.3%
No response 1.4%
Source: Turnkey Sports in conjunction with SportsBusiness Journal. Turnkey Sports specializes in instant fan feedback (FanTrak) and custom market research for sports and entertainment. Visit
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