April 2010
March Madness, sports advertisers, and motorsports
The collective bargaining agreements of the four major leagues are set to expire in 2011. Which sport would suffer the most from a work stoppage?
No response / Not sure - 2%
Which of the following sportscasters do you most enjoy calling college basketball games?
- Jim Nantz - 24%
- Bill Raftery - 14%
- Dick Vitale - 14%
- Gus Johnson - 12%
- Jay Bilas - 8%
- Bob Knight - 7%
- Verne Lundquist 5%
- Len Elmore - 2%
- Dan Shulman - 2%
- Fran Fraschilla - 1%
From a business perspective, is it a good idea to expand the NCAA tournament to 96 teams?
No response / Not sure 2%
Which of the following 2010 events is most likely to sell out its TV ad inventory in the US in advance of its airing?
No response / Not sure - 2%
Which industry do you expect to lead the way in sports ad spending in 2010?
- Beer - 35%
- Wireless Service Providers - 29%
- Auto - 10%
- Banking/Financial Services - 5%
- Insurance - 5%
- Non-Alcoholic Beverage / Soft Drink - 5%
- Quick Service Restaurants - 3%
- Credit Card - 3%
- Airlines - 0%
- Other - 0%
No response / Not sure - 3%
Compared to last year, which automaker will increase its ad spending the most in 2010?
- Toyota/Lexus - 34%
- Ford - 19%
- GM - 17%
- Hyundai - 6%
- Kia - 4%
- Volkswagen - 3%
- Audi - 3%
- Honda/Acura - 2%
- Other - 3%
No response / Not sure - 9%
Media Upfront is a meeting held at the start of important advertising sales periods by TV networks to encourage major advertisers to buy commercial airtime "up front.” When do you think the first online/digital media upfront event will be held?
No response / Not sure - 26%
Which of the following 2010 motorsports series title sponsors gets the most bang for its buck?
- Sprint (NASCAR) - 53%
- Nationwide (NASCAR) - 18%
- Izod (IndyCar) - 7%
- Camping World (NASCAR truck series) - 3%
No response / Not sure - 19%
Randy Bernard recently left the Professional Bull Riders (PBR) to take over as CEO of the Izod IndyCar Series. Where will his impact be felt the most?
- Brand management - 19%
- Sponsorship sales - 13%
- Media exposure/distribution - 10%
- Event management/Operations - 5%
- Ticket sales/Attendance - 4%
No response / Not sure - 49%
Which driver would you rather endorse your brand?
No response / Not sure - 11%
NASCAR began the 2010 season asking drivers to show more of their personality and easing its rules enforcement for on-track incidents. Have these changes resulted in more interest in the sport?
No response / Not sure - 24%
Thinking about your own particular business, what best describes your confidence level regarding the next 12 months for your own business?
- 7 - Extremely optimistic - 10%
- 6 - Very optimistic - 30%
- 5 - Somewhat optimistic - 41%
- 4 - Neither optimistic nor pessimistic - 11%
- 3 - Somewhat pessimistic - 5%
- 2 - Very pessimistic - 3%
- 1 - Extremely pessimistic - 0%
No Response / Not Sure - 0%
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Optimistic (5, 6, or 7)
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59%
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Neutral (4)
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17%
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Pessimistic (1, 2, or 3)
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24%
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No response/Not sure
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0%
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