TURNKEY Sports Poll December 2006 - Sports in American culture, video games, marketing to Hispanic consumers

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.

December 2006
Sports in American culture, video games, marketing to Hispanic consumers

How many sporting events do you attend each year as a fan, not as something job-related?

0-5 – 35.21%

6-10 – 30.28%

11-15 – 18.31%

More than 20 – 8.80%

16-20 – 7.39%

No Response – 0.00%

How important are sports to American culture?

Very Important – 93.99%

Somewhat Important – 6.01%

Not Important At All – 0.00%

No Response – 0.00%

Do you play video games?

No – 66.43%

Yes – 33.57%

No Response – 0.00%

How effective are video games as an advertising/marketing vehicle?

Somewhat effective – 60.99%

Very effective – 17.38%

Somewhat ineffective – 15.60%

Very ineffective – 2.48%

No Response – 3.55%

The sports video game industry is...

On the rise – 63.83%

Holding steady – 33.33%

On the decline – 1.06%

No Response – 1.77%

Which video game platform is the best?

Play Station – 37.94%

XBox 360 – 33.33%

Nintendo - 3.90%

No Response – 24.82%

What is the biggest benefit of sports video games to sports properties?

Building fan interest in the sports – 50.00%

Generating new revenue streams – 34.64%

Increasing loyalty among existing fans – 7.50%

Increasing sports participation rates – 2.86%

Other – 1.07%

No Response – 3.93%

In the past five years, has your organization shifted more financial resources to Hispanic marketing?

Yes - 47.86%

No – 47.14%

No Response – 5.00%

What percentage of your organization’s marketing dollars go to Hispanic marketing?

0-5% - 51.43%

6-10% - 16.79%

11-15% - 7.86%

16-20% - 4.29%

20% or more – 3.21 %

No Response – 16.43%

What do you see as the biggest challenge to reaching Hispanic consumers?

Market too fragmented – 31.79%

Differences in buying patterns – 19.29%

Other – 13.21%

Building brand loyalty – 11.79%

Inadequate media reach – 10.36%

Language barriers – 8.57%

No Response – 5.00%

Which property or sport does the best job of marketing to the Hispanic market?

MLS – 44.29%

MLB – 36.79%

NFL – 4.64%

NBA – 3.21%

Other – 1.79%

NASCAR – 1.43%

AFL – 1.07%

IRL – 0.00%

NHL – 0.00%

Professional tennis – 0.00%

Professional golf – 0.00%

WNBA – 0.00%

No Response – 6.79%

Which NFL club has the best front office and business operations?

New England Patriots – 25.81%

Philadelphia Eagles – 10.04%

Dallas Cowboys – 7.53%

Baltimore Ravens – 6.81%

Denver Broncos – 5.02%

Pittsburgh Steelers – 4.30%

Washington Redskins – 3.58%

Seattle Seahawks – 3.23%

Green Bay Packers – 2.87%

Atlanta Falcons – 2.87%

Houston Texans – 2.15%

Indianapolis Colts – 1.79%

San Diego Chargers – 1.79%

New York Giants – 1.43%

Jacksonville Jaguars – 1.08%

New York Jets – 1.08%

Kansas City Chiefs – 1.08%

Detroit Lions – 0.72%

Arizona Cardinals – 0.72%

Carolina Panthers – 0.72%

Cincinnati Bengals – 0.36%

Miami Dolphins – 0.36%

Oakland Raiders – 0.36%

San Francisco 49ers – 0.36%

St. Louis Rams – 0.36%

Tampa Bay Buccaneers – 0.36%

Minnesota Vikings – 0.36%

New Orleans Saints – 0.36%

Cleveland Browns – 0.00%

Tennessee Titans – 0.00%

Chicago Bears – 0.00%

Buffalo Bills – 0.00%

No Response – 12.54%

Should the NFL shorten the number of pre-season games and increase the number of regular season games?

Yes - 56.99%

No – 41.94%

No Response – 1.08%

Which of the following best describes what you will be doing to ring in the New Year at midnight?

Kissing a beautiful woman/man – 37.63%

Sleeping – 27.60%

Drinking Champagne – 25.09%

Working – 4.30%

Screaming my head off – 1.43%

No Response – 3.94%

Which of the following best describes your current age?

35-44 – 39.78%

45-54 – 25.09%

25-34 – 20.79%

55-64 – 8.24%

18-24 – 2.51%

65+ - 2.51%

Prefer Not To Answer – 0.72%

No Response – 0.36%

Thinking about your own particular business, what best describes your confidence level regarding the next 12 months for your own business?

6- Very Optimistic – 39.07%

5- Somewhat Optimistic – 35.13%

7- Extremely Optimistic – 15.77%

3- Somewhat Pessimistic – 3.94%

4- Neither Optimistic nor Pessimistic – 3.23%

2- Very Pessimistic – 0.36%

1- Extremely Pessimistic – 0.36%

No response – 2.15%