New England Sports Survey:
A Fan Opinion Poll
Conducted and Sponsored by
Channel Media & Market Research, Inc.
August 2012
In This Study:
Introduction…………………………………………………………
Page 4
Methodology………………………………………………………..
Page 5
A Note About Surveys……………………………………………..
Page 6
Game
Attendance………………………………………………….
Page 7
Channel Media & Market Research, a leading data collection organization,
Frequency of Following These Professional Teams….……......
8
conducted
a research study among residents of New England aboutPage
their
If You Could Only Follow One Team……………………………..
Page 9
opinions
the
professional
sports teams in the region. The focus
of10this
Percentageabout
of Season
Ticket
Holders………………………......
Page
Favorite
Team……………………………………………………….
Page 11
study
was
to determine their opinions about all things sports.
Ownership Performance Over Past 5 Years……………………
Page 12
Ownership Admired Most…………………………………………
Page 13
Leadership Performance………………………………………….
Page 14
We
wanted
to
know
what
teams
and
players
their
admire,
how
they
rate
each
Coaches/Managers Admired Most.………………………………
Page 15
organization,
believe could be improved, which players they
Favorite Local TVwhat
Sports they
Personality……………………………
Pagebelieve
16
Favorite
Local
TV
Sports
Show…………………………………..
Page
17
contribute the most to their team, and what sports radio and TV personalities
Favorite Local Sports Radio Personality….…………………….
18
they
like. And guess what? They told us. Here we have collected thePage
opinions
Favorite Local Sports Radio Show……………………………….
Page 19
and
comments
over
7,200
fans in the New England area.
Detailed
Informationof
About
Team
Data………..………………..
Page 20
About the Boston Red Sox…………………………………….
Page 21
Boston Red Sox: Changes in Past 5 Years…………………….
Page 22
Boston Red Sox: Ratings…………………………………………
Page 23
This
is Red
oneSox:
of Top
theScores…………………………………….
most extensive sports surveys ever done in the New
Boston
PageEngland
24
Boston Red Sox: Top 5 Most Admired Players…………………
Page 25
region.
Boston Red Sox: Top 5 Suggestions for Improvement.……….
Page 26
Boston Red Sox: Overall Ratings……………………………….
Page 27
About the New England Patriots…………………………….
Page 28
New England Patriots: Changes in Past 5 Years…………….
Page 29
New England Patriots: Ratings…………….……………………
Page 30
New England Patriots: Top Scores…………………………….
Page 31
New England Patriots: Top 5 Most Admired Players…………
Page 32
New England Patriots: Top 5 Suggestions for Improvement...
Page 33
New England Patriots: Overall Rating………………………….
Page 34
2
In This Study:
About the Boston Bruins…………………………………..…….
Page 35
Boston Bruins: Changes in Past 5 Years…………………..….
Page 36
Boston Bruins: Ratings…..………………………………………
Page 37
Boston
Bruins:
Top
Scores..…………………………………….
Page 38
Channel Media & Market Research, a leading data collection organization,
Boston Bruins: Top 5 Most Admired Players..…………………
Page 39
conducted
a research study among residents of New England about their
Boston Bruins: Top 5 Suggestions for Improvement………….
Page 40
opinions
about
the
professional
sports
teams
in
the
region.
The
focus
of this
Boston Bruins: Overall Ratings………………………………….
Page
41
About
the to
Boston
Celtics………………………………..…….
Page 42
study
was
determine
their opinions about all things sports.
Boston Celtics: Changes in Past 5 Years…………………..….
Page 43
Boston Celtics: Ratings…..………………………………………
Page 44
Boston Celtics: Top Scores..…………………………………….
Page 45
WeBoston
wanted
to
know
what
teams
and
players
their
admire,
how
they
rate
each
Celtics: Top 5 Most Admired Players..…………………
Page 46
organization,
they believe
could be improved, which players theyPage
believe
Boston Celtics:what
Top 5 Suggestions
for Improvement………….
47
Boston
Celtics:
Overall
Ratings………………………………….
Page
48
contribute the most to their team, and what sports radio and TV personalities
About the New England Revolution.…………….………….
Page 49
they
like. And guess what? They told us. Here we have collected the opinions
New England Revolution: Changes in Past 5 Years………….
Page 50
andNew
comments
of
over
7,200
fans
in
the
New
England
area.
England Revolution: Ratings………….……………………
Page 51
New England Revolution: Top Scores………………………….
Page 52
New England Revolution: Top 5 Most Admired Players………
Page 53
New England Revolution: Top 5 Suggestions for Improvement..
Page 54
This
is England
one ofRevolution:
the most
extensive
sports surveys ever done in the NewPage
England
New
Overall
Rating………………………….
55
Demographics………………………………………………………..
Page 56
region.
Demographics: Male/Female……………………………………….
Page 57
Demographics: Education….……………………………………….
Page 58
Demographics: Income…….……………………………………….
Page 59
Demographics: Marital Status……..……………………………….
Page 60
Demographics: Children…..……..………………………………….
Page 61
Demographics: Employment….…………………………………….
Page 62
Demographics: Ethnicity…...……………………………………….
Page 63
Demographics: Location…..……………………………………….
Page 64
For More Information About This Study…………………………….
Page 65
3
Introduction
Channel Media & Market Research, a leading data collection and market
research organization, conducted an independent study among residents of New
England about their opinions about the professional sports teams in the region.
The focus of this study was to determine respondents’ opinions about all things
related to the Boston Red Sox, New England Patriots, Boston Bruins, Boston
Celtics, and New England Revolution.
Channel Media & Market Research wanted to examine what teams and players
fans admire, how they rate each organization, what they believe could be
improved, and which sports radio and TV personalities and shows are their
favorites. More than 7,200 people participated in this research and this is one of
the most extensive sports surveys ever done in the New England region. This
report contains the results of the questions each survey participant answered
and provides a unique look into what the fans of New England really think about
the teams they cheer for.
4
Methodology
How the Study Was Conducted:
This study was executed between July 22 and August 12 2012. The survey was
conducted online using independent list sources (none of which was associated with
any team, television or radio station) and respondents were invited to participate in
the survey via an email invitation.
In total, the average survey lasted 14 minutes. A drawing for a number of $250.00
Visa gift cards were used to encourage response. The results for the 7,236 qualified
surveys are contained in this report.
All Respondents in This Study:
Were from one of the following states: CT, MA, ME, NH, RI, or VT
Followed at least one professional sports team at least some of the time
Were males/females over the age of 18 years (one per household only)
Completed the entire survey
5
A Note About Surveys:
A Note About Surveys:
Market research is utilized to collect data at a specific moment in time. It is a realistic
look at the opinions, comments and attitudes of a given population at the time the
survey is taken. When using market research it is important to note that it is not an
exact science and often is subject to respondents’ emotions at the time of the survey
or polling. Market research is an excellent tool for understanding how specific groups
of a population think and act and how changes/modifications made based on their
responses can affect their future behavior.
The base sizes of this survey make this research significant and this survey has a
margin of error of +/- 3% and confidence level of 96%.
6
Past 2 Years Attendance:
In the past 2 years, which of the following teams’ games have you attended in person? (Actually
went to the stadium/ballpark) (Please select all that apply)
N= 7,236
7
Follow Teams: Frequency
How often do you follow each of the following New England sports teams?
N= 7,236
8
Could Only Follow One:
If you could only follow ONE of the following teams, which one would it be?
(Please select only one)
N= 7,236
9
Season Tickets:
Are you a season ticket holder to any of the following? (Please check all that apply)
N= 7,236, Note: Total adds-up to over 100% due to some respondents being multiple season ticket holders
10
Favorite Sports Team:
Which of the following is your favorite sports team? (Please select only one)
N= 7,236
11
Ownership Performance Over Past 5 Years:
Which of the following teams’ ownership do you believe has done the best job with their team
over the past 5 years? (Please select only one)
N= 7,236
12
Ownership Most Admired:
Which of the following teams’ ownership do you ADMIRE the most for what they have done for
their team and their fans over the past 5 years? (Please select only one)
N= 7,236
13
Leadership Performance:
Which of the following teams’ leadership (president, GM, CEO, operations) do you believe is doing
the BEST job right now? (Please select only one)
N= 7,236
14
Coaches/Managers Most Admired:
Which of the following coaches/managers do you ADMIRE the most for the way they
coach/manage their team? (Please select only one)
N= 7,236
15
Favorite Local TV Sports Personality:
Who is your favorite local TV sports personality? (Unaided write-in)
16
Favorite Local TV Sports Show:
What is your favorite local TV sports show? (Unaided write-in)
17
Favorite Local Radio Sports Personality:
Who is your favorite local radio sports personality? (Unaided write-in)
18
Favorite Local Radio Sports Show:
What is your favorite local radio sports show? (Unaided write-in)
19
Detailed Team Information
Detailed Team Information:
Detailed team information was only collected from respondents who stated they
followed each team at least some of the time. Answers are stated for those responses
where participants indicated a “full response” and “don’t know/not sure” was
eliminated from the data shown here and the base sizes were recalculated.
Unaided responses in these sections are shown in chart format and indicate the total
percentage calculated based on write-in responses from the survey participants.
Individuals’ statements in this study will not be indentified by name and respondents
were guaranteed anonymity for their participation in this study.
Note: The information shown here is the only public information that will be made
available about the teams and what respondents thought about them. Any additional
information will only be provided to each individual team and will be kept proprietary.
20
About the Boston Red Sox
Boston Red Sox: Changes in Past 5 Years
In the past 5 years, do you believe the Boston Red Sox…
N= 6,652
22
Boston Red Sox: Ratings
How would you rate the Boston Red Sox on each of the following?
N= 6,652
23
Boston Red Sox: Ratings
How would you rate the Boston Red Sox on each of the following?
(N= All respondents who follow the Boston Red Sox and rated each a 6 or 7 “excellent”)
24
Boston Red Sox: Top 5 Most Admired Players
Which player on the Boston Red Sox do you most admire for what they contribute to their team?
(Please select only one)
N= 6,652, Note: The entire team list was available for selection for this question
25
Boston Red Sox: Top 5 Possible Improvements
In your opinion what could the Red Sox do to improve their team? (Unaided write-in responses)
26
Boston Red Sox: Overall Rating
Overall, how would you rate the Boston Red Sox…
N= 6,652
27
About the New England Patriots
New England Patriots: Changes in Past 5 Years
In the past 5 years, do you believe the New England Patriots…
N= 6,657
29
New England Patriots: Ratings
How would you rate the New England Patriots on each of the following?
N= 6,657
30
New England Patriots: Ratings
How would you rate the New England Patriots on each of the following?
(N= All respondents who follow the New England Patriots and rated each a 6 or 7 “excellent”)
31
New England Patriots: Top 5 Most Admired Players
Which player on the New England Patriots do you most admire for what they contribute to their
team? (Please select only one)
N= 6,657, Note: The entire team list was available for selection for this question
32
New England Patriots: Top 5 Possible Improvements
In your opinion what could the New England Patriots do to improve their team?
(Unaided write-in responses)
33
New England Patriots: Overall Rating
Overall, how would you rate the New England Patriots…
N= 6,657
34
About the Boston Bruins
Boston Bruins: Changes in Past 5 Years
In the past 5 years, do you believe the Boston Bruins…
N= 4,847
36
Boston Bruins: Ratings
How would you rate the Boston Bruins on each of the following?
N= 4,847
37
Boston Bruins: Ratings
How would you rate the Boston Bruins on each of the following?
(N= All respondents who follow the Boston Bruins and rated each a 6 or 7 “excellent”)
38
Boston Bruins: Top 5 Most Admired Players
Which player on the Boston Bruins do you most admire for what they contribute to their team?
(Please select only one)
N= 4,847, Note: The entire team list was available for selection for this question
39
Boston Bruins: Top 5 Possible Improvements
In your opinion what could the Boston Bruins do to improve their team?
(Unaided write-in responses)
40
Boston Bruins: Overall Rating
Overall, how would you rate the Boston Bruins…
N= 4,847
41
About the Boston Celtics
Boston Celtics: Changes in Past 5 Years
In the past 5 years, do you believe the Boston Celtics…
N= 5,225
43
Boston Celtics: Ratings
How would you rate the Boston Celtics on each of the following?
N= 5,225
44
Boston Celtics: Ratings
How would you rate the Boston Celtics on each of the following?
(N= All respondents who follow the Boston Celtics and rated each a 6 or 7 “excellent”)
45
Boston Celtics: Top 5 Most Admired Players
Which player on the Boston Celtics do you most admire for what they contribute to their team?
(Please select only one)
N= 5,225, Note: The entire team list was available for selection for this question
46
Boston Celtics: Top 5 Possible Improvements
In your opinion what could the Boston Celtics do to improve their team?
(Unaided write-in responses)
47
Boston Celtics: Overall Rating
Overall, how would you rate the Boston Celtics…
N= 5,225
48
About the New England Revolution
New England Revolution: Changes in Past 5 Years
In the past 5 years, do you believe the New England Revolution…
N= 3,977
50
New England Revolution: Ratings
How would you rate the New England Revolution on each of the following?
N= 3,977
51
New England Revolution: Ratings
How would you rate the New England Revolution on each of the following?
(N= All respondents who follow the New England Revolution and rated each a 6 or 7 “excellent”)
52
New England Revolution: Top 5 Most Admired Players
Which player on the New England Revolution do you most admire for what they contribute to their
team? (Please select only one)
N= 3,977, Note: The entire team list was available for selection for this question
53
New England Revolution: Top 5 Possible Improvements
In your opinion what could the New England Revolution do to improve their team?
(Unaided write-in responses)
54
New England Revolution: Overall Rating
Overall, how would you rate the New England Revolution…
N= 3,977
55
Demographics
Male/Female:
Are you…
57
Education:
What level of education have you completed? (Please select only one)
N= 7,236
58
Income:
Which of the following categories includes your household income (before taxes)?
(Please select only one)
N= 7,236
59
Marital Status:
Which of the following categories best describes your marital status?
(Please select only one)
N= 7,236
60
Children:
Do you currently have children…
N= 7,236
61
Employment Status:
Which of the following categories includes your current employment status?
(Please select only one)
N= 7,236
62
Ethnicity:
Which of the following best describes your ethnicity? (Please select only one)
N= 7,236
63
State Location:
In which of the following states do you live? (Please select only one)
N= 7,236
64
More Information/Future Studies:
For More Information:
To find out more about this study, cross-tabulations/break-outs, individual team data not
shown here, and future waves of this market research please contact Jennifer Patterson
at [email protected] or Susan Mulcahy at
[email protected] (or by phone at 508-624-6013).
About Channel Media & Market Research:
Founded in 2004, Channel Media & Market Research, Inc. is a full-service market
research, data collection, database creation, and market research firm. The company
specializes in market research and data collection for a wide variety of markets
worldwide. Our market research services utilize the latest research techniques in both
qualitative and quantitative surveys. Channel Media & Market Research conducts more
than 100 studies per year and offers primary research, secondary research, and
database creation solutions to meet the individual needs of our clients.
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