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Volume 24 No. 156
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SBD/SBJ Reader Survey: Media, Sponsorships And The NFL

THE DAILY each day this week is presenting the results from the seventh annual SportsBusiness Daily/SportsBusiness Journal readers survey on the state of the sports industry. Today, we look at an overview of the media, sponsorships and the NFL. Turnkey Sports & Entertainment partnered with SBD/SBJ on the survey.

Favorite TV play-by-play personality

Bob Costas 29.7%
Al Michaels 23.7%
Jim Nantz 20.6%
Gus Johnson 20.1%
Joe Buck 17.5%

Note: Respondents could make up to three selections
Respondents: 1,106

Event that is produced the best on television

Super Bowl 35.1%
Masters 24.0%
Final Four 18.5%

Respondents: 1,156

Favorite major league website 29.3% 19.2% 11.9% 7.6% 7.5%

Respondents: 1,218

League/property with the best overall digital strategy

MLB 31.2%
NFL 24.2%
NHL 10.6%
NBA 10.1%
MLS 5.0%

Respondents: 1,218

Favorite sports-related mobile app

ESPN ScoreCenter 24.1% At Bat 17.7%
March Madness on Demand 9.3%
NHL GameCenter 5.8%
NFL Mobile 5.3%

Respondents: 1,218

Favorite independent sports website

Yahoo! Sports 32.1%
Deadspin 16.4%
Bleacher Report 11.3%
USA Today Sports 10.5%

Respondents: 1,102

Media group that has the best chance to cut into ESPN’s sports media dominance

NBC 42.9%
Fox 18.9%
Nobody 15.3%

Respondents: 1,149


Favorite TV game analyst

Cris Collinsworth 25.0%
Kirk Herbstreit 22.2%
Troy Aikman 18.5%
Jon Gruden 15.9%
Jay Bilas 13.6%
John McEnroe 13.1%

Note: Respondents could make up to three selections
Respondents: 1,100

Favorite sport-specific studio show

College GameDay (ESPN, football) 36.3%
Baseball Tonight (ESPN) 23.8%
MLB Tonight (MLB Network) 14.4%
Football Night in America (NBC) 11.9%
Fox NFL Sunday (Fox) 11.9%
Inside the NBA (TNT) 10.3%

Note: Respondents could make up to three selections
Respondents: 1,122

Favorite network-affiliated sports website 72.4% 10.9% 6.4%
Turner-SI digital 5.5% 4.0%

Respondents: 1,133

Network that does the best job covering the NFL

ESPN 35.9%
Fox 25.5%
CBS 15.2%
NBC 11.7%
NFL Network 11.7%

Respondents: 1,119

Does ESPN need a strong competitor?

Yes 65.1%
No 26.4%
No opinion 8.5%

Respondents: 1,149

Sports network that consistently has the highest production values

ESPN 35.3%
NBC 17.5%
They are basically the same 16.8%
CBS 11.4%
Fox 10.7%

Respondents: 1,130

If you were a brand, would you sign quarterback Michael Vick as an endorser?

No 70.0%
Yes 24.5%
No opinion 5.5%

Respondents: 1,160

Property a corporate sponsor would most want to identify with

NFL 68.7%
MLB 12.2%
MLS 5.0%
NHL 4.7%
NBA 2.3%

Respondents: 1,171

Corporate sponsor you would most want aligned with your property

Nike 20.5%
Apple 13.5%
Coca-Cola 12.1%
Anheuser-Busch 5.0%

Respondents: 1,192


If you were a chief marketing officer, would you align your brand with the UFC?

No, sport isn't a fit 55.4%
Yes, hits perfect demo 28.3%
No opinion 16.2%

Respondents: 1,158

How will sports sponsorship spending change over the next five years?

Increase dramatically 15.8%
Increase slightly 56.4%
Remain the same 15.5%
Decrease slightly 8.1%
Decrease dramatically 2.0%

Respondents: 1,162

Most effective NFL team owner

Robert Kraft (New England Patriots) 43.0%
Jerry Jones (Dallas Cowboys 13.7%
Publicly owned, nonprofit corp. (Green Bay Packers) 12.7%
Art Rooney (Pittsburgh Steelers) 7.9%

Respondents: 1,250

Least effective NFL team owner

Mike Brown (Cincinnati Bengals) 21.0%
Al Davis estate (Oakland Raiders) 15.5%
Daniel Snyder (Washington Redskins) 8.2%
Wayne Weaver (Jacksonville Jaguars) 8.1%

Respondents: 1,250

When Nike gets the NFL’s uniform contract next year, would you say that is ...

A good thing. They'll breathe new live into the looks of the uniforms. 43.4%
A neutral event. You’ll see little change with uniforms. 35.5%
A bad thing. They’ll go too far in uniform design and harm traditions. 19.4%

Respondents: 1,222

Sponsor that does the best job activating around the NFL

Anheuser-Busch 28.9%
Verizon 12.3%
Papa John’s 11.9%

Respondents: 1,172


Team most likely to relocate to the Los Angeles market

Jacksonville Jaguars 48.8%
San Diego Chargers 24.4%
Expansion franchise 11.8%

Respondents: 1,199

If the NFL returns to the Los Angeles market, the local team’s stadium will be located in ...

Farmers Field (L.A. Live)/AEG 77.8%
City of Industry (Grand Crossing)/Edward Roski 9.4%
Neither 12.8%

Respondents: 1,184

NFL team that has shown the most innovation in its business practices

Dallas Cowboys 26.1%
New England Patriots 11.4%
Green Bay Packers 9.3%

Respondents: 1,250

Biggest threat to the success of the NFL

Rising ticket prices 34.5%
Improved technology for at-home viewing 29.0%
Concussions 17.5%
In-stadium fan behavior 11.9%
Other 7.0%

Respondents: 1,226