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.

May 2007
College athletics, Bud Light's 25th Anniversary, ticketing trends, broadcast media

Should college athletes be paid?

  • No – 74.62%
  • Yes - 24.62%

No Response – 0.77%

Many of the large NCAA athletic programs sell off the bulk of their sponsorship and broadcast inventory to sports marketing firms in exchange for an annual guaranteed rights payment. Will this continue to be so 5 years from now?

  • Yes – 65.38%
  • No – 30.77%

No Response – 3.85%

Looking at the job of Director of Athletics of a major Division I NCAA institution, what do you think would be the most challenging aspect?

  • Alumni expectations – 22.31%
  • Revenue generation – 21.54%
  • NCAA rules compliance – 18.46%
  • Fundraising for athletics – 16.54%
  • Academic issues – 13.46%
  • Facility construction/renovation – 2.69%
  • Other – 1.92%
  • Admission Issues – 1.54%
  • Hiring coaches – 1.15%

No response – 0.38%

In the past 5 years, which light beer has done the best job of using sports sponsorships to build its brand?

  • Bud Light – 55.77%
  • Coors Light – 23.46%
  • Miller Lite – 13.85%
  • Michelob Ultra Light – 1.92%
  • Busch Light – 0.77%
  • Corona Light – 0.38%
  • Other – 0.38%
  • Natural Light – 0.00%

No response – 3.46%

Setting aside audience size and dollars, and focusing solely on lifestyle & brand match, which league is the best match for Bud Light?

  • NFL – 29.23%
  • MLB – 18.46%
  • NASCAR – 17.69%
  • AVP – 8.85%
  • NHL – 7.69%
  • NBA – 4.62%
  • MLS – 3.46%
  • PGA – 3.08%
  • Other – 1.15%
  • WNBA – 0.77%
  • LPGA – 0.38%

No response – 4.62%

In your opinion, which brand is marketed better?

  • Bud Light – 56.92%
  • Budweiser – 38.08%

No response – 5.00%

Which secondary ticketing provider do you perceive to be the market leader?

  • Stub Hub (owned by eBay) – 57.69%
  • Ticketmaster – 25.77%
  • Razor Gator – 3.85%
  • eBay – 3.08%
  • Tickets.now – 1.15%
  • Other – 0.38%
  • Coast to Coast Tickets – 0.00%
  • Go Tickets – 0.00%
  • TickCo – 0.00%
  • Ticket Liquidator – 0.00%

No response – 8.08%

If anyone can buy and sell tickets for individual games through an online secondary ticketing source where the price of tickets is not capped, (e.g., RazorGator, StubHub, Ebay, etc.), how does that affect the value of a season ticket plan?

  • Somewhat increase it – 44.14%
  • Significantly increase it – 17.58%
  • No influence – 16.41%
  • Somewhat decrease it – 12.11%
  • Significantly decrease it – 5.47%

No response – 4.30%

The Dodgers offer an all-inclusive ticket price in their right field pavilion that includes admission to the game and all-you-can-eat.   The pavilion is not a club seat.  How do you view this?

  • Trend that will last – 71.48%
  • Fad that will not last – 25.00%

No response – 3.52%

Do sports advertisers rely too much on ratings when buying measured media?

  • Yes – 65.63%
  • No – 28.13%

No response – 6.25%

When selling sports sponsorship packages, how important is the ability to be able to include broadcast media inventory into a package?

  • Extremely important – 50.39%
  • Somewhat important – 41.02%
  • Not important at all – 3.91%

No response – 4.69%

Are TIVO and other forms of “time shifting” helping or hurting the value of television spots in general?

  • Hurting – 57.81%
  • No impact either way – 25.00%
  • Helping – 15.63%

No response – 1.56%

Are TIVO and other forms of “time shifting” helping or hurting the value of sports sponsorships?

  • No impact either way – 42.19%
  • Helping – 29.69%
  • Hurting – 26.17%

No response – 1.95%

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

  • 7- Extremely Optimistic – 14.06%
  • 6- Very Optimistic – 39.06%
  • 5- Somewhat Optimistic – 41.02%
  • 4- Neither Optimistic nor Pessimistic – 3.13%
  • 3- Somewhat Pessimistic – 1.56%
  • 2- Very Pessimistic – 0.00%
  • 1- Extremely Pessimistic – 0.39%

No response – 0.78%
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