NBA sponsors across the board saw an increase in the number of fans who could correctly identify them as league partners this season, according to the results of this year’s NBA sponsor loyalty survey conducted for SportsBusiness Journal by Turnkey Sports & Entertainment.
The numbers improve on those of last year, when sponsors saw mixed results compared with the previous season, and some companies appeared to lose traction with fans.
A number of the league’s sponsors this year scored their highest marks in the 10-year history of the survey, including Kia, American Express, PepsiCo, State Farm and BBVA Compass.
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Kia scores recognition with fans and loyalty from LeBron James in ad campaign.
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In the case of Kia, more than 26 percent of all fans surveyed this year were able to correctly identify the company as an official league sponsor. The response rate among avid fans was more than 37 percent.
Kia this past season became the first company to place non-apparel branding on jerseys in any of the four major U.S. pro sports leagues when NBA players wore a Kia logo patch on their jerseys at the All-Star Game in Toronto.
“We think it was effective,” said Shawn Morrissey, senior vice president of global partnerships at WME-IMG, which handles Kia in the United States. “We were cautiously optimistic that the public’s feedback would be positive, and for the most part ... it was. I believe the sophisticated and/or avid sports fan realizes that this is coming, in some manner, to most sports here in the U.S.”
The NBA this spring approved allowing teams leaguewide to have jersey ad patches starting with the 2017-18 season, moving forward on an idea NBA officials first actively discussed in 2011.
Kia has been an NBA partner since 2008. It renewed its sponsorship with the league in 2014 in a multiyear deal. It also that year signed LeBron James to an endorsement deal for promotion of its new luxury sedan, the K900. This season, it launched an ad campaign showing the Cleveland star and NBA Finals MVP rebutting tweets from fans doubting he actually drives a Kia.
Kia continued to feature Los Angeles Clippers star Blake Griffin in ads this season, as well, continuing a relationship that began in 2011, when Griffin famously dunked over a Kia to win the slam dunk contest during All-Star Weekend.
Among the other companies that scored their best marks in the survey’s history, American Express was recognized by 23 percent of all fans surveyed as having a deal with the league in the credit card category.
“We really changed the way that we approached the partnership this season,” said Deborah Curtis, vice president of global experiential marketing and partnerships at American Express. “We’ve really developed as a platform that speaks to our brand and who we are, but also really resonates and is a clear collaboration with the NBA and a reflection of what their fans care about.”
Since 2015, American Express has been the presenting sponsor of the halftime shows for NBA coverage on TNT and NBA TV. It also was the halftime show sponsor for the NBA Finals on ABC this month. In addition, the company has partnered with fellow league sponsor BBVA Compass on a co-branded card that lets customers earn points from buying NBA tickets and from making in-arena and NBAStore.com purchases. Customers can customize the card with the logo and colors of a favorite NBA team, as well.
The 2015-16 NBA season brought a notable change for the league in its soft drink category, when PepsiCo took over rights in a category that Coca-Cola had filled for 29 years. PepsiCo is featuring its Mountain Dew brand in its NBA activations (Coca-Cola featured its Sprite label), and while scores for Mountain Dew did trail other brands in response rate in this year’s survey, its marks were up compared with last year.
Similarly, league sponsor Taco Bell continues to trail McDonald’s in the survey in the quick-service restaurant category but saw its numbers go up this year. Taco Bell had 16 percent of all survey respondents correctly identify it as a league sponsor, a third consecutive annual increase, but that rate still trails the 25 percent of respondents who incorrectly selected McDonald’s as being the league’s QSR sponsor — a standing McDonald’s did have from 1990 to 2009.
State Farm ranked first in the insurance category for the third consecutive year. More than 22 percent of all fans surveyed correctly identified it as a league sponsor.
Methodology
For this project, Turnkey Sports & Entertainment, through its Turnkey Intelligence operation, conducted national consumer research surveys among a sample of more than 400 members of the Toluna online panel who were at least 18 years old.
The 2016 survey was conducted May 17-25, a period that coincided with the NBA conference finals. The 2015 and 2014 surveys were conducted at a similar time.
Respondents were screened and analyzed based on their general avidity levels. Fans categorized as “avid” were those who responded “4” or “5” to the question “How big a fan are you of the NBA?” and claimed to “look up news, scores and standings several times a week or more often,” “watch/listen/attend at least 10 games per season” and “have a favorite team.” Fans categorized as “casual” responded “3” to the same initial question, then claimed to “look up news, scores and standings several times a month or more often,” “watch/listen/attend at least 3 games per season” and “have a favorite team.”
When asked to identify official sponsors, respondents selected from a field of companies and brands that was provided to them for each business sector. Only the top-scoring companies and brands are listed in the results published here. The percentage responses listed have been rounded. The margin of error for each survey is +/- 4.9.
Turnkey Intelligence performs research for an array of North American major league teams, league offices and brands. The NBA and 24 of the league’s teams are among Turnkey’s clients.
Are you more or less likely to consider trying a product/service if that product/service is an official sponsor of the NBA?
| |
Avid |
Casual |
| |
2016 |
2015 |
2014 |
2016 |
2015 |
2014 |
| More likely |
62.0% |
47.5% |
54.8% |
35.5% |
35.9% |
25.1% |
| Unaffected / less likely |
38.0% |
52.5% |
45.3% |
64.5% |
64.2% |
74.9% |
Are you more or less likely to consciously support a company by purchasing its products/services if the company is an official sponsor of the NBA?
| |
Avid |
Casual |
| |
2016 |
2015 |
2014 |
2016 |
2015 |
2014 |
| More likely |
62.0% |
53.5% |
53.8% |
36.0% |
36.9% |
29.1% |
| Unaffected / less likely |
38.0% |
46.5% |
46.3% |
64.0% |
63.2% |
70.8% |
Are you more or less likely to recommend a product/service to a friend or family member if that product/service is an official sponsor of the NBA?
| |
Avid |
Casual |
| |
2016 |
2015 |
2014 |
2016 |
2015 |
2014 |
| More likely |
62.0% |
52.0% |
51.8% |
36.5% |
33.9% |
26.6% |
| Unaffected / less likely |
38.0% |
48.0% |
48.3% |
63.5% |
66.2% |
73.4% |
Subject: How much more likely are fans to consider purchasing/using an NBA sponsor’s product/service if they are aware of the relationship?
To read: 43 percent of NBA fans said they would be more likely to consider purchasing electronics from a company that is the league’s official sponsor if they knew which company had that designation. The rate increased to 67 percent when considering only those fans who correctly knew that Samsung has a deal with the league in that space.
| CATEGORY (NBA SPONSOR) |
AMONG ALL NBA FANS |
AMONG NBA FANS WHO CORRECTLY IDENTIFIED THE SPONSOR |
DIFFERENCE |
| Consumer electronics* (Samsung) |
43% |
67% |
+24 pct. points |
| Quick-service restaurant (Taco Bell) |
44% |
65% |
+21 pct. points |
| Insurance (State Farm) |
40% |
53% |
+13 pct. points |
| Credit card (American Express) |
41% |
52% |
+11 pct. points |
| Soft drink (Mountain Dew) |
48% |
58% |
+10 pct. points |
| Automotive (Kia) |
43% |
52% |
+9 pct. points |
| Bank (BBVA Compass) |
39% |
47% |
+8 pct. points |
| Sports drink (Gatorade) |
48% |
55% |
+7 pct. points |
| Wireless service (Verizon) |
41% |
47% |
+6 pct. points |
| Beer (Budweiser/Bud Light) |
42% |
44% |
+2 pct. points |
Subject: What brands do fans think should be NBA sponsors?
To read: 58 percent of NBA fans said they think Gatorade should be an NBA sponsor, compared with 21 percent who think Powerade should have an NBA deal. Those numbers became 68 percent and 19 percent, respectively, when considering only those NBA fans who correctly knew that Gatorade is the NBA’s official sponsor in the sports drink category.
| |
AMONG ALL NBA FANS |
AMONG NBA FANS WHO CORRECTLY IDENTIFIED THE SPONSOR |
| NBA SPONSOR/COMPETITOR |
RESPONSE RATES |
DIFFERENCE |
RESPONSE RATES |
DIFFERENCE |
| Gatorade/Powerade |
58% / 21% |
+37 pct. points |
68% / 19% |
+49 pct. points |
| Verizon/Sprint |
48% / 20% |
+28 pct. points |
67% / 20% |
+47 pct. points |
| Budweiser, Bud Light/Miller Lite |
53% / 21% |
+32 pct. points |
69% / 23% |
+46 pct. points |
| State Farm/Progressive |
39% / 23% |
+16 pct. points |
62% / 20% |
+42 pct. points |
| Samsung/LG |
45% / 18% |
+27 pct. points |
61% / 22% |
+39 pct. points |
| American Express/Visa |
39% / 49% |
-10 pct. points |
66% / 47% |
+19 pct. points |
| Kia/Honda |
20% / 26% |
-6 pct. points |
37% / 23% |
+14 pct. points |
| BBVA Compass/Wells Fargo |
10% / 29% |
-19 pct. points |
38% / 25% |
+13 pct. points |
| Mountain Dew/Sprite |
15% / 23% |
-8 pct. points |
32% / 32% |
None |
| Taco Bell/McDonald’s |
23% / 59% |
-36 pct. points |
38% / 57% |
-19 pct. points |
* Samsung’s official category designation with the NBA is “handset, tablet and television.”
Notes: Fans could select both the official sponsor and the competitor if they chose to do so. The one specific competing company listed was selected by Turnkey for consideration in the survey file.
| |
Avid |
Casual |
| Soft Drink |
| |
2016 |
2015 |
2014 |
2016 |
2015 |
2014 |
| Pepsi |
24.0% |
21.0% |
15.9% |
23.5% |
18.4% |
14.6% |
| Coca-Cola |
24.5% |
23.0% |
26.4% |
19.5% |
19.4% |
20.1% |
| Sprite |
18.0% |
18.5% |
19.9% |
10.5% |
11.9% |
16.1% |
| Mountain Dew* |
5.5% |
3.0% |
4.5% |
4.0% |
3.5% |
1.0% |
| I’m not sure |
20.0% |
24.5% |
26.4% |
34.5% |
38.8% |
42.7% |
| The 2015-16 season was the NBA’s first with PepsiCo as an official sponsor after a 29-year relationship with Coca-Cola. The company is featuring its Mountain Dew brand in the sponsorship, including positioning it as presenting sponsor of the 2016 NBA All-Star Celebrity Game. In May, the Dew NBA 3X nationwide three-on-three contest tipped off, with winners of competitions this summer slated to compete in Los Angeles this fall. |
| |
Avid |
Casual |
| AUTOMOBILE |
| |
2016 |
2015 |
2014 |
2016 |
2015 |
2014 |
| Kia* |
37.5% |
29.0% |
25.4% |
15.5% |
14.4% |
16.1% |
| Toyota |
15.5% |
12.0% |
14.9% |
9.0% |
7.5% |
10.1% |
| Ford |
7.0% |
14.5% |
8.5% |
10.5% |
5.0% |
7.0% |
| Chevrolet/GM |
6.5% |
8.5% |
8.5% |
1.5% |
11.4% |
10.1% |
| Dodge/Chrysler |
1.5% |
4.0% |
2.5% |
3.5% |
6.5% |
2.5% |
| I’m not sure |
24.5% |
28.0% |
30.8% |
44.5% |
50.2% |
51.3% |
| Kia had the distinction this season of having its logo appear on players’ jerseys at this year’s All-Star Game, the first time a non-apparel logo has appeared on an NBA jersey during a game. The patch was part of an advertising buy between Turner Sports (the game’s broadcaster) and Kia Motors America. Kia has been the league’s automotive partner since 2008. |
| |
Avid |
Casual |
| Credit Card |
| |
2016 |
2015 |
2014 |
2016 |
2015 |
2014 |
| American Express* |
28.0% |
21.5% |
16.4% |
18.0% |
16.4% |
15.1% |
| Visa |
22.0% |
25.5% |
29.9% |
18.0% |
19.9% |
19.1% |
| MasterCard |
11.5% |
10.0% |
12.9% |
12.5% |
10.9% |
10.1% |
| Discover |
5.5% |
3.5% |
6.0% |
6.0% |
5.0% |
6.0% |
| I’m not sure |
31.5% |
35.0% |
34.8% |
43.0% |
44.8% |
45.2% |
| American Express and Turner Sports announced a multiyear deal before the start of the 2015-16 season that made AmEx the presenting sponsor of the NBA on TNT and NBA TV halftime shows during both the regular season and playoffs, as well as TNT’s All-Star Game coverage. On the heels of that visibility, the company for the first time since 2010, when it returned as a league sponsor, had more fans correctly identify it as the league’s credit card sponsor than the number who incorrectly selected rival Visa. |
| |
Avid |
Casual |
| INSURANCE |
| |
2016 |
2015 |
2014 |
2016 |
2015 |
2014 |
| State Farm* |
28.0% |
20.5% |
22.4% |
16.5% |
17.4% |
8.0% |
| Geico |
15.5% |
17.5% |
13.9% |
14.5% |
12.9% |
11.6% |
| Allstate |
13.0% |
12.0% |
12.4% |
10.5% |
10.9% |
9.5% |
| Progressive |
6.5% |
7.0% |
6.0% |
4.0% |
6.0% |
6.5% |
| I’m not sure |
32.0% |
31.5% |
37.8% |
47.0% |
43.3% |
56.3% |
| State Farm in January extended its NBA sponsorship, which began in 2010, in a six-year deal. The renewal added USA Basketball and NBA D-League rights. The insurer featured “The Hoopers” for its prime ad campaign this year, with a series of spots that showcased Chris Paul, DeAndre Jordan, Kevin Garnett, Damian Lillard and Kevin Love. |
| |
Avid |
Casual |
| Bank |
| |
2016 |
2015 |
2014 |
2016 |
2015 |
2014 |
| BBVA Compass* |
23.5% |
12.5% |
16.4% |
13.0% |
11.4% |
11.1% |
| Bank of America |
14.0% |
13.5% |
10.0% |
10.0% |
12.4% |
10.1% |
| Wells Fargo |
8.0% |
13.0% |
13.9% |
8.0% |
8.0% |
8.5% |
| Citibank |
7.5% |
8.0% |
9.0% |
7.5% |
7.0% |
5.5% |
| JPMorgan Chase |
7.5% |
7.0% |
8.0% |
5.0% |
8.0% |
6.0% |
| I’m not sure |
33.5% |
38.5% |
37.8% |
52.0% |
51.7% |
56.3% |
| BBVA Compass has been a league partner since 2010. In December, the company signed Becky Hammon, the NBA’s first full-time female coach, as its newest brand ambassador and featured Hammon in an ad for its #BrightFutures campaign. |
|
| |
Avid |
Casual |
| Wireless Service |
| |
2016 |
2015 |
2014 |
2016 |
2015 |
2014 |
| Verizon* |
25.0% |
15.5% |
13.9% |
19.5% |
16.4% |
11.1% |
| AT&T |
15.5% |
24.0% |
17.4% |
15.0% |
10.4% |
13.6% |
| Sprint |
14.0% |
17.5% |
24.4% |
10.5% |
15.4% |
14.6% |
| T-Mobile |
11.5% |
9.5% |
16.4% |
6.5% |
8.0% |
14.1% |
| I’m not sure |
29.5% |
30.5% |
25.9% |
40.5% |
44.3% |
43.7% |
| Verizon in November became the NBA’s newest sponsor, taking over rights to a category that had been held by Sprint since 2011. As part of the deal, Verizon became title sponsor of the All-Star Slam Dunk Contest and presenting partner of the All-Star Balloting Program. Verizon also made NBA League Pass available through its Go90 mobile video service. |
| |
Avid |
Casual |
| Sports Drink |
| |
2016 |
2015 |
2014 |
2016 |
2015 |
2014 |
| Gatorade* |
62.0% |
55.5% |
52.7% |
49.0% |
42.8% |
42.7% |
| Powerade |
11.0% |
5.5% |
10.0% |
10.5% |
10.0% |
6.5% |
| Red Bull |
5.5% |
8.0% |
6.5% |
5.5% |
4.0% |
7.0% |
| I’m not sure |
16.5% |
21.5% |
20.9% |
27.5% |
34.3% |
41.2% |
| An NBA sponsor since 1984, Gatorade used this year’s playoffs to spotlight a new ad for its relaunched Frost brand. The 30-second spot stars Miami’s Dwyane Wade and hall of famer George Gervin. |
| |
Avid |
Casual |
| Beer |
| |
2016 |
2015 |
2014 |
2016 |
2015 |
2014 |
| Budweiser/Bud Light* |
44.5% |
23.5% |
28.4% |
40.0% |
22.4% |
25.6% |
| Miller Lite |
6.0% |
13.5% |
11.4% |
7.5% |
10.0% |
9.0% |
| Coors Light |
6.0% |
13.5% |
12.4% |
7.5% |
7.5% |
8.0% |
| Heineken |
7.0% |
5.0% |
6.0% |
1.5% |
4.5% |
2.5% |
| Corona |
6.0% |
6.0% |
4.0% |
2.0% |
3.5% |
2.5% |
| I’m not sure |
27.5% |
33.5% |
30.8% |
38.5% |
46.8% |
49.2% |
| Anheuser-Busch InBev signed a four-year renewal as the NBA’s official beer partner in November, continuing a designation the brewer has held since 1998. The deal added new rights to USA Basketball and gave the company the right to feature limited game footage on its digital and social media outlets. In addition, A-B, which has 22 team deals, can now use a team’s marks on a limited basis outside of its home market. |
| |
Avid |
Casual |
| Quick-service Restaurant |
| |
2016 |
2015 |
2014 |
2016 |
2015 |
2014 |
| McDonald’s |
30.5% |
24.5% |
32.8% |
20.0% |
23.9% |
23.1% |
| Taco Bell* |
15.0% |
18.5% |
15.4% |
16.5% |
10.4% |
10.6% |
| Subway |
9.0% |
11.0% |
13.9% |
8.5% |
8.0% |
9.5% |
| KFC |
3.5% |
1.0% |
4.0% |
2.5% |
4.5% |
4.5% |
| I’m not sure |
31.0% |
30.0% |
26.9% |
42.0% |
45.8% |
45.2% |
| Taco Bell signed as the league’s new official QSR in 2009, but its deal with the league is up this summer. And while it’s seen its fan recognition score increase in recent years, it still trails its predecessor sponsor in the category, McDonald’s. This season, the company featured the Taco Bell Live Mas Hysteria Contest from Christmas through the end of the regular season. For a chance to win tickets to a first-round playoff game, fans submitted their “Live Mas Hysteria Reactions” to NBA plays by uploading a video to Twitter or Instagram with the hashtags #LiveMasHysteria and #contest. |
| |
Avid |
Casual |
| Handset, Tablet and Television |
| |
2016 |
2015 |
2014 |
2016 |
2015 |
2014 |
| Samsung* |
33.0% |
NA |
NA |
23.0% |
NA |
NA |
| Apple |
7.0% |
NA |
NA |
8.0% |
NA |
NA |
| Sony |
4.5% |
NA |
NA |
7.0% |
NA |
NA |
| LG |
5.0% |
NA |
NA |
6.0% |
NA |
NA |
| I’m not sure |
43.5% |
NA |
NA |
50.5% |
NA |
NA |
| Samsung signed a three-year, $100 million deal to be the official handset, tablet and TV provider for the NBA, WNBA and NBA D-League in 2013. That deal expires this summer. For the third consecutive year, the company this winter hosted the Samsung Experience as part of the league’s All-Star Game festivities. |
|
* Official sponsor
^ The survey listed brand products this year, whereas in prior years, company names Anheuser-Busch, Miller and Coors were listed.
NA: Not applicable; category was not assessed in this year’s survey.
Turnkey Sports & Entertainment has polled NBA fans for the past 10 years to ask which companies hold the league's official sponsorship rights in select categories. Here are the results of those surveys — showing the marks for the companies that hold (or have held) official sponsorship rights with the NBA, and the results for some of their prime competitors.
Response rates indicate the percentage of people polled who thought that the particular company or brand was the NBA's official sponsor in that category.
| Credit Card |
| |
2007 |
2008 |
2009 |
2010 |
2011 |
2012 |
2013 |
2014 |
2015 |
2016 |
| American Express (1995-2004; 2010-present) |
21.2% |
20.6% |
20.6% |
18.5% |
20.0% |
19.8% |
8.3% |
15.8% |
19.0% |
23.0% |
| Visa |
15.5% |
17.8% |
18.0% |
22.8% |
24.4% |
19.8% |
19.3% |
24.5% |
22.7% |
20.0% |
| MasterCard |
14.3% |
12.5% |
11.2% |
7.5% |
6.9% |
8.8% |
6.3% |
11.5% |
10.5% |
12.0% |
| Discover |
5.2% |
4.7% |
4.9% |
4.8% |
5.5% |
4.5% |
6.3% |
6.0% |
4.3% |
5.8% |
| Note: This category was open at the league level for 2004-10. |
| WIRELESS SERVICE |
| |
2007 |
2008 |
2009 |
2010 |
2011 |
2012 |
2013 |
2014 |
2015 |
2016 |
| Verizon (2015-present) |
— |
13.2% |
14.6% |
17.8% |
18.4% |
11.4% |
11.5% |
12.5% |
16.0% |
22.3% |
| AT&T |
— |
18.3% |
15.3% |
10.1% |
9.1% |
10.7% |
10.8% |
15.5% |
17.2% |
15.3% |
| Sprint (2011-2015) |
— |
9.9% |
9.2% |
5.5% |
6.8% |
16.4% |
10.3% |
19.5% |
16.5% |
12.3% |
| T-Mobile (2005-2011) |
— |
17.4% |
19.6% |
26.8% |
25.7% |
18.1% |
11.8% |
15.3% |
8.8% |
9.0% |
| Note: Fans were not polled on this category before 2008. |
| AUTOMOTIVE |
| |
2007 |
2008 |
2009 |
2010 |
2011 |
2012 |
2013 |
2014 |
2015 |
2016 |
| Kia (2008-present) |
— |
— |
6.7% |
11.3% |
17.9% |
24.7% |
14.0% |
20.8% |
21.7% |
26.5% |
| Toyota |
4.2% |
8.1% |
7.7% |
8.6% |
12.6% |
10.0% |
7.3% |
12.5% |
9.8% |
12.3% |
| Ford |
14.6% |
14.6% |
13.7% |
10.1% |
8.9% |
8.7% |
8.8% |
7.8% |
9.8% |
8.8% |
| GM (Chevrolet, Pontiac, Cadillac) |
22.7% |
18.3% |
13.9% |
17.0% |
9.1% |
8.7% |
8.8% |
9.3% |
10.0% |
8.5% |
| INSURANCE |
| |
2007 |
2008 |
2009 |
2010 |
2011 |
2012 |
2013 |
2014 |
2015 |
2016 |
| State Farm (2010-present) |
— |
— |
6.4% |
6.8% |
10.1% |
11.7% |
11.5% |
15.2% |
19.0% |
22.3% |
| Geico |
— |
— |
17.1% |
14.5% |
13.9% |
11.9% |
12.8% |
12.8% |
15.2% |
15.0% |
| Allstate |
— |
— |
14.0% |
9.1% |
10.2% |
8.0% |
12.0% |
11.0% |
11.5% |
11.8% |
| Progressive |
— |
— |
3.3% |
3.0% |
2.2% |
4.5% |
4.0% |
6.3% |
6.5% |
5.3% |
| Note: Fans were not polled on this category before 2009. |
| SPORTS DRINK |
| |
2007 |
2008 |
2009 |
2010 |
2011 |
2012 |
2013 |
2014 |
2015 |
2016 |
| Gatorade (1984-present) |
57.2% |
48.6% |
46.7% |
51.6% |
50.7% |
53.8% |
39.8% |
47.7% |
49.2% |
55.5% |
| Powerade |
11.4% |
12.2% |
8.4% |
5.3% |
5.4% |
4.8% |
6.0% |
8.3% |
7.8% |
10.8% |
| Red Bull |
3.9% |
3.6% |
3.0% |
4.8% |
6.0% |
4.0% |
7.5% |
6.8% |
6.0% |
5.5% |
| BEER |
| |
2007 |
2008 |
2009 |
2010 |
2011 |
2012 |
2013 |
2014 |
2015 |
2016 |
| Anheuser-Busch (1998-present) |
35.1% |
32.4% |
30.5% |
26.8% |
32.6% |
29.8% |
19.5% |
27.0% |
23.0% |
42.3% |
| Coors |
9.0% |
11.8% |
10.7% |
7.5% |
7.0% |
10.4% |
10.8% |
10.2% |
10.5% |
6.8% |
| Miller |
15.9% |
16.8% |
9.7% |
15.8% |
11.2% |
9.0% |
9.8% |
10.2% |
11.8% |
6.8% |
| Heineken |
1.5% |
4.0% |
4.3% |
1.8% |
3.6% |
4.3% |
2.0% |
4.3% |
4.8% |
4.3% |
| SOFT DRINK |
| |
2007 |
2008 |
2009 |
2010 |
2011 |
2012 |
2013 |
2014 |
2015 |
2016 |
| Pepsi |
18.6% |
18.6% |
15.4% |
15.5% |
13.2% |
10.5% |
13.5% |
15.3% |
19.7% |
23.8% |
| Coca-Cola |
27.7% |
28.0% |
26.3% |
20.3% |
19.9% |
20.7% |
15.8% |
23.3% |
21.2% |
22.0% |
| Sprite (1986-2015) |
14.5% |
11.2% |
14.9% |
16.8% |
17.5% |
24.8% |
16.0% |
18.0% |
15.2% |
14.3% |
| Mountain Dew (2015-present) |
2.4% |
4.9% |
2.3% |
2.3% |
2.3% |
1.5% |
2.3% |
2.8% |
3.3% |
4.8% |
| BANK |
| |
2007 |
2008 |
2009 |
2010 |
2011 |
2012 |
2013 |
2014 |
2015 |
2016 |
| BBVA Compass (2010-present) |
— |
— |
— |
— |
10.2% |
12.1% |
6.8% |
13.8% |
12.0% |
18.3% |
| Bank of America |
— |
— |
19.8% |
15.3% |
13.8% |
12.9% |
14.0% |
10.1% |
13.0% |
12.0% |
| Wells Fargo |
— |
— |
2.3% |
4.5% |
3.8% |
4.5% |
5.0% |
11.2% |
10.5% |
8.0% |
| Citibank |
— |
— |
10.0% |
13.3% |
6.8% |
7.2% |
7.3% |
7.3% |
7.5% |
7.5% |
| Notes: Fans were not polled on this category before 2009, and BBVA Compass was not among the listed options for survey respondents until 2011. |
| QUICK-SERVICE RESTAURANT |
| |
2007 |
2008 |
2009 |
2010 |
2011 |
2012 |
2013 |
2014 |
2015 |
2016 |
| McDonald's (1990-2009) |
22.5% |
15.9% |
17.5% |
16.5% |
19.4% |
17.1% |
18.3% |
28.0% |
24.2% |
25.3% |
| Taco Bell (2009-present) |
1.4% |
5.6% |
2.8% |
18.5% |
19.8% |
18.0% |
8.3% |
13.0% |
14.5% |
15.8% |
| Subway |
4.8% |
7.7% |
4.3% |
9.8% |
11.9% |
9.9% |
8.8% |
11.7% |
9.5% |
8.8% |
| KFC |
2.9% |
6.9% |
6.1% |
6.3% |
2.8% |
4.3% |
3.0% |
4.3% |
2.8% |
3.0% |
