SBJ In Depth

Turnkey sports poll

2.20.2006

The following are results of the Turnkey Sports Poll taken in January. The survey covered about 400 senior-level sports industry executives spanning professional and college sports.

What is the biggest challenge in marketing to the 12-17 demographic age group?
Quickly shifting tastes/fads	44.65%
Difficult to reach and communicate with this group	24.19%
Short attention span	14.42%
Difficult to identify opinion leaders/influencers	7.91%
Limited buying power	6.51%
No response	1.40%
Other	0.93%

Which sport has done the best job of activating the 12-17 demographic?
Extreme sports	63.08%
NBA	10.75%
NFL	8.41%
MLS	5.14%
PGA Tour	3.27%
No response	3.27%
NHL	1.87%
MISL	0.93%
MLB	0.93%
NASCAR	0.93%
AFL	0.93%
Professional tennis	0.47%
IRL	0.00%
LPGA	0.00%
WNBA	0.00%
Source: Turnkey Sports in conjunction with SportsBusiness Journal. Turnkey specializes in instant fan feedback (FanTrak) and custom market research for sports and entertainment. Visit www.turnkeysports.com.

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