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 2007
Consumer electronics; how well sponsors are measuring ROI; sports facilities; the Super Bowl

When do you typically put up your Christmas tree or other holiday decorations?

  • First week of December – 40.50%
  • Thanksgiving weekend – 20.66%
  • Mid-December – 19.83%
  • We don’t put up decorations – 12.40%
  • We procrastinate – 2.48%
  • Before Thanksgiving – 2.07%

No response/Not sure – 2.07%

Who has done the best job of using or benefiting from consumer electronics to connect with fans?

  • NFL – 31.17%
  • NASCAR – 22.08%
  • MLB – 20.35%
  • NBA – 7.79%
  • PGA tour – 2.16%
  • NHL – 1.73%
  • MLS – 0.87%
  • Other – 0.43%
  • USTA - 0.00%

No response/Not sure – 13.42%

Assume for a minute that you run one of the sports leagues/properties above, who would you MOST want to partner with - assuming the cash component from each is the same?

  • Apple – 39.83%
  • Microsoft – 13.42%
  • Sony – 10.82%
  • Samsung – 6.49%
  • Philips – 3.46%
  • Dell – 3.03%
  • Sharp – 3.03%
  • Other – 3.03%
  • LG – 2.16%
  • Motorola – 2.16%
  • Hewlett-Packard – 1.30%
  • IBM – 0.87%
  • Panasonic – 0.43%
  • Pioneer – 0.43%
  • GE - 0.00%
  • Sanyo - 0.00%

No response/Not sure – 9.52%

How many HD TVs are in your residence?

  • 1 – 37.23%
  • 2 – 25.11%
  • 0 – 19.91%
  • 3 – 11.26%
  • 4 – 3.46%
  • 5 or more – 3.03%

No response/Not sure - 0.00%

In the next 2 years, which product will have the biggest impact on sports?

  • HD TV – 53.25%
  • Slingsbox – 11.69%
  • DirecTV – 10.39%
  • Other – 4.76%
  • Kangaroo TV – 3.90%
  • PlayStation/Wii/Xbox – 3.90%
  • iPod – 3.46%
  • Satellite radio – 1.30%

No response/Not sure – 7.36%

How would you describe the investments sponsors are now making to measure Return On Investment (“ROI”)?

  • Ad hoc investment – sometimes measuring and sometimes not – 64.89%
  • Strong investment – consistent and deep ROI measurement – 17.33%
  • Lip service – ROI measurement not truly a priority yet – 10.22%

No response/Not sure – 7.56%

What do you think may be the BIGGEST challenge in accurately measuring sponsorship ROI?

  • Hard to quantify or measure subjective returns on investment – 32.00%
  • Hard to track indirect sales from the sponsorship – 28.00%
  • Hard to track direct sales from the sponsorship – 23.11%
  • Hard to track changes in consumer opinions caused by the sponsorship – 10.67%
  • Other – 1.78%

No response/Not sure – 4.44%

Is it possible for this industry to build consensus around a “standard formula” for measuring sponsorship ROI?

  • No – 64.89%
  • Yes – 25.78%

No response/Not sure – 9.33%

Would it be good for this industry to build consensus around a “standard formula” for measuring sponsorship ROI?

  • Yes – 56.00%
  • No – 38.22%

No response/Not sure – 5.78%

Putting yourself in the shoes of a sponsor, which of the following is more important?

  • ROO – Return on Objectives – 64.00%
  • ROI – Return on Investment – 32.89%

No response/Not sure – 3.11%

Which venue under construction are you most eager to visit once it is completed?

  • Cowboys’ new stadium – 32.14%
  • Yankees’ new ballpark – 22.32%
  • Giants’-Jets’ new stadium – 11.61%
  • Mets’ new ballpark – 7.14%
  • Nets’ new arena – 5.36%
  • New Madison Square Garden – 5.36%
  • Nationals’ new ballpark – 4.46%
  • Colts’ new stadium – 2.68%
  • Other – 2.68%
  • Twins’ new ballpark – 1.79%

No response/Not sure – 4.46%

In general, which type of venue has experienced the most “inspired” architecture?

  • Baseball stadiums – 76.34%
  • Football stadiums – 15.18%
  • Basketball arenas – 3.12%
  • Soccer stadiums – 3.12%
  • Hockey arenas – 0.89%
  • Other - 0.00%

No response/Not sure – 1.34%

Who will win this year’s Super Bowl?

  • New England Patriots – 64.29%
  • Dallas Cowboys – 13.84%
  • Indianapolis Colts – 8.48%
  • Green Bay Packers – 4.46%
  • Pittsburgh Steelers – 3.12%
  • San Diego Charges – 1.34%
  • Tennessee Titans – 1.34v
  • New York Giants – 0.89%
  • Seattle Seahawks – 0.89%
  • Cleveland Browns – 0.45%
  • Jacksonville Jaguars – 0.45%
  • Tampa Bay Buccaneers – 0.45%

Before the Super Bowl, many NFL Championships were played in subzero outdoor conditions.   Should the NFL give more consideration to awarding Super Bowls to open-air stadiums in the North?

  • No – 61.16%
  • Yes – 37.95%

No response/Not sure – 0.89%

Has the hype for the Super Bowl gotten too big?

  • No – 54.02%
  • Yes – 44.20%

No response/Not sure – 1.79%

The NFL Pro Bowl is traditionally played after the Super Bowl.   Should the NFL give more consideration to moving the traditional date of the Pro Bowl?

  • Yes – It’s anti-climactic after the Super Bowl – 48.44%
  • No – It’s a perfect cap to the NFL season – 40.89%

No response/Not sure – 10.67%

If the NFL decides to consider moving the traditional date of the Pro Bowl, when would be the best time to play the game?

  • Play the Pro Bowl in the Super Bowl host city the weekend before the Super Bowl, minus the players on the Super Bowl teams. – 39.56%
  • Play the Pro Bowl in the Super Bowl host city the day before the Super Bowl, minus the players on the Super Bowl teams.  – 18.67%
  • Play the Pro Bowl to kickoff the following NFL regular season. – 8.00%

No response/Not sure – 33.78%

How do you feel about large holiday gatherings with your extended family?

  • Like them – 43.30%
  • Love them – 38.84%
  • Prefer to avoid them – 9.38%
  • Indifferent – 6.25%
  • Hate them – 0.89%

No response/Not sure – 1.34%

For this year’s holiday family gathering, if you could trade for a new extended family, whose family would you trade for?

  • Brett Farve’s – 20.54%
  • David Beckham’s – 15.18%
  • Charles Barkley’s – 14.73%
  • Brett Hull’s – 3.57%
  • Alex Rodriguez’s – 2.68%
  • Dale Earnhardt, Jr.’s – 2.68v
  • Other ____________ - 29.46%

No response/Not sure – 11.16%

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

  • 7- Extremely Optimistic – 10.27%
  • 6- Very Optimistic – 37.50%
  • 5- Somewhat Optimistic – 37.50%
  • 4- Neither Optimistic nor Pessimistic – 8.04%
  • 3- Somewhat Pessimistic – 4.46%
  • 2- Very Pessimistic – 1.34%
  • 1- Extremely Pessimistic – 0.00%

No response/Not sure – 0.89%
Copyright © 1996-2010 Turnkey Sports & Entertainment | Privacy Policy