What's Cooler Than Cool? Turnkey Data Lists Coolest Franchises
As part of surveys conducted for the Turnkey Team Brand Index, which attempts to measure a team’s brand strength in its respective market, respondents in each market were provided with 36 attributes. They were asked to assign a number from 1-6 to represent how much they associated an attribute with a team. The chart below shows the top five teams whose fans most associate them with being cool.
|
COOL
|
|
RK
|
TEAM
|
SCORE
|
| 1) |
Colts |
5.16
|
| 2) |
Red Wings |
5.08
|
| 3) |
Patriots |
5.05
|
| 4) |
Red Sox |
4.99
|
| 5) |
Spurs |
4.95
|
NOTES: Every franchise wants to be cool in the eyes of their local fans, and there is nothing cooler than winning. Fans in Indianapolis and Boston rallied around the success of their local teams.
METHODOLOGY: Turnkey interviewed approximately 12,000 general sports fans 18 and older in the 47 North American markets (41 in the U.S. and six in Canada) that are home to one or more teams from MLB, the NBA, NFL and NHL. The data was gathered online during May and June of 2007. The margin of error ranged from +/- 4.5% to +/- 7.1%.
FOR MORE: For more analysis and commentary, see this week’s issue of SportsBusiness Journal.
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