TURNKEY Sports Poll March 2006 - World Baseball Classic, sponsorship, satellite radio

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.

March 2006
World Baseball Classic, sponsorship, satellite radio

How would you grade MLB’s performance on growing revenues over the last three years? (SELECT ONE)

B – 50.43%

C – 25.86%

A – 13.79%

D – 2.16%

F – 0.43%

No Response – 7.33%

The NFL, NBA and NHL allow their individual clubs to produce and maintain their own websites with each club controlling its own content and advertising. In MLB, all club websites are produced and maintained by a single source, Major League Baseball Advanced Media (MLBAM), which controls content and advertising for all clubs. Which is the better model? (SELECT ONE)

NFL, NBA & NHL model – 69.87%

MLBAM’s model – 25.76%

No Response – 4.37%

The World Baseball Classic (MLB’s answer to soccer’s World Cup) is scheduled to happen again in 2009 and then every 4 years thereafter. When do you think is the BEST time of year for MLB to stage this event? (SELECT ONE)

During spring training – 32.46%

After the World Series – 28.51%

Before spring training – 26.32%

In the middle of the MLB season – 9.65%

Other – 0.88%

No response – 2.19%

Which of the following brands do you most associate with sports sponsorship? (SELECT ONE)

Other – 21.15%

Citgo – 17.62%

Shell – 12.33%

Chevron – 11.45%

Exxon – 9.69%

Texaco – 7.49%

BP – 7.05%

Conoco – 4.85%

No response – 8.37%

The cost of gasoline has risen substantially in the last 24 months. Have you seen a similar increase in the sports sponsorship budgets of these companies? (SELECT ONE)

No – 83.70%

Yes – 5.73%

No response – 10.57%

In your opinion, what is the most difficult age demographic for the sports industry to successfully market to? (SELECT ONE)

Age 13-17 – 54.63%

Pre-Teen – 20.26%

Age 54+ - 11.45%

Age 18-34 – 8.81%

Age 35-54 – 3.52%

No Response – 1.32%

Approximately what percentage of your company’s marketing resources are devoted to targeting the 18-34 age demographic? (SELECT ONE)

Approximately 30-39% - 15.56%

Approximately 20-29% - 15.11%

Approximately 50% or more – 12.00%

Less than 10% - 11.56%

Approximately 10-19% - 11.56%

Approximately 40-49% - 10.67%

No response – 23.56%

How often do you send a text message? (SELECT ONE)

Rarely – 27.56%

Occasionally – 24.89%

Never – 24.44%

Every day – 22.22%

No Response – 0.89%

Are you currently a subscriber to? (SELECT ONE)

Neither – 57.33%

XM Satellite Radio – 21.78%

Sirius Satellite Radio – 16.89%

Both – 3.11%

No response – 0.89%

In your opinion, which satellite radio provider has done a better job of using sports content and sports sponsorships to grow its subscriber base? (SELECT ONE)

XM Satellite Radio – 33.33%

Sirius Satellite Radio – 32.44%

About the same – 22.67%

No response – 11.56%

Do you think that the sports content on satellite radio will begin to cannibalize listenership to terrestrial (conventional) radio broadcasts? (SELECT ONE)

Yes – 56.89%

No – 40.89%

No response – 2.22%

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

7- Extremely Optimistic – 9.78%

6- Very Optimistic – 39.56%

5- Somewhat Optimistic – 39.56%

4- Neither Optimistic Nor Pessimistic – 8.00%

3- Somewhat Pessimistic – 2.22%

2- Very Pessimistic – 0.00%

1- Extremely Pessimistic – 0.00%

No response – 0.89%