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SBJ/January 16-22, 2012/Media
Fox Sports joins with Republican pollster to develop competitor to ESPN Sports Poll
Published January 16, 2012, Page 4
Results from the first Fox Sports-Luntz Fan Pulse will be released this week and identify everything from fans’ favorite sports moments to whether the media attention around Tim Tebow has been fair. Each poll will include up to 50 questions, most of which will be made public.
“We felt that there was a place for a poll that focused on big topics and tried to let the chips fall where they may,” said Pat Crakes, senior vice president of research and programming for the Fox Sports Media Group. “What does it mean for Fox Sports? What does that mean for our partners? And what does it mean for the sports industry as a whole?”
Fox Sports restricted their questions to sports fans, conducting 1,009 online polls from Dec. 20-22.
ESPN launched its Sports Poll in 1994 with Rich Luker. In the ensuing 17 years, the poll has developed into a steady business for ESPN, signing some of the country’s biggest sponsors as clients. Luker left Sports Poll in 1997, but early last year acquired exclusive rights to operate and market the poll on behalf of ESPN.
Historically, ESPN used most of the poll results to develop programming strategies and provide information for its top advertisers. The Fox Sports poll will use a different strategy, with most results being made public. Fox will hold back some questions for internal purposes and will share some data with its partners.
“The genesis of this poll from [Fox Sports Chairman] David Hill was that we need to have an outsider’s perspective of what we’re doing,” Crakes said. “Not just us, but the entire sports business.”
Fox Sports executives were familiar with Luntz’s work on Fox News, and Crakes said, “He also has a long and extensive list of corporate clients.”
In addition to helping its advertisers, Fox Sports expects the poll results to give it ideas about how to improve its sports broadcasts.
“By learning the truth, we’ll be able to construct better television programs, we’ll be able to acquire the properties that fans care about, we’ll be able to engage the conversation with other sports businesses and sports leaders and sports leagues,” Crakes said. “We want to be a better server of the fans’ interest.”
Crakes will be the liaison to Luntz.