Scarborough Examines Select Brand Preferences In NHL Markets

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The following chart depicts the percentage of the U.S. market area who are loyal NHL fans who have consumed the following brands. Respondents were asked to identify if they had consumed the noted food brands during the past 30 days. Results were gathered from February '06 - March '07. Also view data on select beer brands and wireless servicesFor responses on select beer brands and wireless services, visit SportsBusinessDaily.com (Scarborough Research).

MARKET (U.S.)

BURGER KING

MCDONALD'S

WENDY'S

n = 6,344

n = 10,540

n = 6,927

Atlanta

3.8%

4.3%

3.7%

Boston

5.3%

8.1%

4.1%

Buffalo

19.0%

19.2%

13.2%

Chicago

2.9%

4.2%

2.4%

Columbus

3.6%

8.2%

9.0%

Dallas/Ft. Worth

2.7%

9.1%

6.4%

Denver

8.5%

12.5%

11.2%

Detroit

13.1%

20.6%

12.3%

Los Angeles

2.1%

3.1%

1.4%

Miami/Ft. Lauderdale

3.7%

4.6%

3.8%

Minneapolis/St. Paul

6.9%

10.6%

4.5%

Nashville

3.7%

6.3%

4.7%

New York

4.3%

5.4%

4.2%

Philadelphia

5.8%

10.4%

5.3%

Phoenix

3.4%

4.7%

3.2%

Pittsburgh

7.4%

11.4%

11.5%

Raleigh/Durham

8.8%

14.6%

9.8%

San Francisco/Oakland/San Jose

3.8%

5.1%

1.6%

St. Louis

4.0%

9.2%

2.1%

Tampa/St.Petersburg

5.2%

8.0%

5.7%

Washington, D.C.

2.5%

5.0%

2.7%

NHL U.S. MARKET AVG.

3.4%

5.5%

3.6%

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