TURNKEY Sports Poll April 2005 - Steroid scandal, advertising and sponsorships

TURNKEY Sports Poll

Turnkey Sports & Entertainment owns the Turnkey Sports Poll, the industry’s continuing survey of senior-level executives and owners which probes the hottest issues inside sports. The results of the poll appear weekly in the SportsBusiness Journal.

April 2005
Steroid scandal, advertising and sponsorships

Of those MLB players and former players that appeared before Congress last month, who fared the BEST? (SELECT ONE)

Curt Schilling - 39.48%

Rafael Palmeiro - 27.90%

Jose Conseco - 6.44%

Frank Thomas - 5.58%

Sammy Sosa - 2.58%

Mark McGwire - 0.86%

No Response - 17.17%

Of those MLB players and former players that appeared before Congress last month, who fared the WORST? (SELECT ONE)

Mark McGwire - 80.26%

Jose Conseco - 8.58%

Curt Schilling - 1.29%

Sammy Sosa - 1.29%

Frank Thomas - 0.86%

Rafael Palmeiro - 0.00%

No Response - 7.73%

When buying sports advertising/sponsorships, what is the MOST important benefit for the sponsor in exchange for making an early buy? (SELECT ONE)

Exclusivity - 42.49%

Premium placement - 33.91%

Favorable renewal terms - 14.16%

Other - 4.72%

No Response - 4.72%

If you were Tony Ponturo, marketing chief of Anheuser Busch, and you could pick only one event to make an early, up-front advertising buy, which event would be your first choice for the Budweiser brand? (SELECT ONE)

Super Bowl - 60.94%

World Series - 12.02%

Daytona 500 - 9.87%

NBA Finals - 5.15%

Bowl Championship Series - 4.29%

The Masters - 3.43%

Indianapolis 500 - 0.86%

U.S. Open (tennis) - 0.00%

No Response - 3.43%

The Dew Action Sports Tour is a new, action sports joint venture between NBC and Clear Channel. What is the biggest challenge in launching this new national tour? (SELECT ONE)

Building television viewership - 49.36%

Driving paid attendance - 16.74%

Gaining visibility and awareness for the athletes - 12.88%

Selling major sponsors - 11.16%

Signing athletes to participate - 1.29%

No Response - 8.58%

Cablevision recently sued the City of New York and others to contest the City's decision to sell the site on Manhattan's West side to the Jets for construction of a new NFL/Olympic stadium. Will Cablevision's lawsuit cost the City of New York the 2012 Olympics?

Yes - 19.31%

No - 72.10%

No Response - 8.58%

How long will it be before the NBA, NFL, NHL, MLB or MLS place a franchise outside of North America? (SELECT ONE)

Within 5 years - 41.63%

6-10 years - 37.34%

11 -15 years - 11.16%

More than 15 years - 6.87%

No Response - 3.00%

When one of the leagues first places a franchise outside of North America, where do you think it will be? (SELECT ONE)

Europe - 48.93%

South America - 25.32%

Asia - 9.44%

Other - 12.02%

No Response - 4.29%

Which sports property has made the best use of media enhancements during television broadcasts? (SELECT ONE)

NASCAR - 37.77%

NFL - 26.61%

MLB - 9.01%

NBA - 6.44%

PGA Tour - 3.43%

MLS - 2.15%

NHL - 2.15%

ATP - 0.43%

IRL - 0.43%

Other - 2.58%

No Response - 9.01%

Which fast food brand do you most often associate with sports advertising/sponsorships? (SELECT ONE)

McDonald's - 43.78%

Subway - 12.02%

Pizza Hut - 10.73%

Dominos - 8.58%

Taco Bell - 6.87%

Burger King - 4.29%

Papa John's - 3.00%

Hardees - 1.29%

Wendy's - 1.29%

Jack in the Box - 1.72%

No Response - 6.44%

In your opinion, what is the best usage of sports advertising/sponsorships for fast food brands? (SELECT ONE)

Maintain top-of-mind awareness - 36.05%

Reinforce the brand position - 19.31%

Build market share in key sports demographics - 17.17%

Launch a new product or brand - 16.31%

Promote special discounts or offers - 9.44%

No Response - 1.72%