TOP SPORTS BRANDS IN CANADA

Transcription

1 TOP SPORTS BRANDS IN CANADA 2015 In May 2014, Insightrix Research conducted a study with 2,676 sports fans throughout Canada in order to determine which professional sports teams in the country had the strongest brand perception. The survey was conducted again this year, with several enhancements explained in the following slide. 1

2 2015 TOP SPORTS BRANDS IN CANADA n CROSS-LEAGUE Analysis PREDICTIVE Analysis SPONSOR Brands The professional sports teams were evaluated across the leagues as opposed to just within their leagues. A predictive element where fans tried to guess the outcome of the survey was implemented to add more strength to the data. Sponsor brands were also tested to determine fans affinity to each brand, based on their location and team preference. 2

3 2015 TOP SPORTS BRANDS IN CANADA The main objectives of this study are: ) s TEAMS BRAND EQUITY SPONSORS & SPORTS BRANDS REGIONAL ANALYSIS To determine which professional sports teams from the top professional leagues (CFL, MLB, MLS NBA, and NHL) have the strongest brand equity among fans across all of Canada. To examine the relationship between a specific Canadian professional sports team and the sponsor brands. To determine differences and similarities by region and city. 3

4 METHODOLOGY OVERVIEW ONLINE SURVEY SAMPLE SIZE REPRESENTATIVE Online survey conducted in the nine Canadian cities hosting professional sports teams (Calgary, Edmonton, Hamilton, Montreal, Ottawa, Regina, Toronto, Vancouver, and Winnipeg). A total of 2,700 national sports fans were consulted. Three hundred surveys completed in each city. Population weights applied relative to each city/region as per Census Data. Weights used: Calgary 7%, Edmonton 7%, Hamilton 4%, Montreal 22%, Ottawa 7%, Regina 3%, Toronto 32%, Metro Vancouver 14%, Winnipeg 4%. PROFILE OF RESPONDENTS Participants are qualified fans of any of the professional sports leagues. No quotas were set for the leagues as the proportion of fans for each sports league fell naturally. A Sports Fan is defined as someone who has done at OVERVIEW The study included 21 sports teams 21 sponsor brands least one of the following in the past 12 months: Attended a game Purchased merchandise for personal use Watched at least half of a live game on TV or web stream The study was fielded April 21 st, 2015 to May 6 th,

5 MODEL OVERVIEW Sports fans were asked questions regarding their perceptions and outcome predictions on specific attributes relating to all Canadian professional sports teams (21) from the major five leagues (CFL, MLB, MLS, NBA, and NHL). DIRECT COMPARISONS WERE MADE ACROSS ALL TEAMS FROM ALL LEAGUES. Model includes: TOP OF MIND $ PERCEPTION OF HAVING MOST LOYAL FANS PERCEPTION OF POPULARITY RESPECT FOR TEAM PERCEPTION ON HAVING THE BEST STADIUM/ARENA ATMOSPHERE Each of the attributes above is weighted according to our model design and results are calculated into a SPORTS BRAND EQUITY INDEX. 5

6 SPONSOR BRANDS This year, consumer brands sponsoring professional sports teams were also examined. Besides collecting perceptions about the professional teams, sports fans were also asked questions regarding their perceptions of the major consumer brands (21) sponsoring professional teams. 6

7 SPONSOR BRANDS The following brands were included in the study: Brands Kia Boston Pizza Dodge Old Dutch Ford Tim Hortons Nissan J.P. Wiser s Honda Miller TD Canada Trust Budweiser Scotiabank Nike BMO (Bank of Montreal) Adidas Rogers Sport Chek Telus Canadian Tire Bell 7

8 SPONSOR BRANDS METHODOLOGY OVERVIEW Sports fans were asked questions regarding their perceptions on specific attributes relating to brands that might be sponsoring some of the professional sports teams in Canada. SPONSOR BRANDS WERE ALSO TESTED Model includes: TOP OF MIND $ VALUE IN RELATION TO PRICE REPUTATION LIKEABILITY BRAND ASSOCIATION WITH TEAMS BRAND LOYALTY Respondents were given two minutes to answer an association question, where they were given a team name and were asked to match the sponsor. 8

9 SURVEY OUTLINE SCREENER Only fans from the 5 major leagues were qualified for the survey PREDICTIVE VIEW OF TEAMS Ratings on teams based on expected (predictive) outcomes Five key attributes tested with direct comparisons across leagues PERCEPTION OF TEAMS Ratings on teams based on personal opinion Five key attributes tested with direct comparisons across leagues SPONSOR BRAND AFFINITY Brand linkage to the teams Five key attributes tested DEMOGRAPHICS Besides the basic demographics, fans were classified as: casual, average, or die-hard fans. 9

10 Summary of Findings: Top 10 Sports Teams 10

11 TEAMS EQUITY INDEX RANKING Rankings are based on an index calculated using Insightrix s Sports Brands Equity Index which applies weights to the metrics tested based on their overall impact on a team s brand strength. Lower TOP 10 RANKING Higher Rank Team Montreal Canadiens Montreal Alouettes Ottawa Senators Calgary Flames Vancouver Canucks Winnipeg Jets Toronto Raptors Toronto Blue Jays Saskatchewan Toronto Maple Leafs Saskatchewan Roughriders Toronto Blue Jays Toronto Raptors Winnipeg Jets Vancouver Canucks Calgary Flames Roughriders Ottawa Senators Toronto Maple Leafs Montreal Canadiens Montreal Alouettes 11

12 TOP OF MIND TEAM RECALL Thinking of all the five major sports leagues in Canada, regardless of the one you follow the most, what are the first 3 Canadian teams that pop into your mind? Regardless of the team/teams you follow, which teams do you think will pop first into the minds of sports fans across all Canada? 31.64% 23.20% 26.53% 18.69% 9.42% 7.22% 9.69% 5.17% 4.95% 4.91% 4.87% 3.09% 2.80% 6.53% 4.47% 4.22% 2.68% 2.28% 1.88% 1.64% Personal View Predictive 12

13 PERCEPTION OF POPULARITY Which of the following Canadian teams do you believe are the three most popular across the country? Rank the top three from most to least. Which of the following teams do you think will be viewed by Canadian sports fans as the most popular? 34.36% 34.31% 23.36% 21.69% 10.60% 9.38% 6.74% 5.32% 4.62% 3.06% 1.74% 1.67% 1.13% 6.76% 5.81% 3.31% 3.28% 2.25% 1.89% 1.75% Personal View Predictive 13

14 MOST LOYAL FANS Which of the following Canadian teams do you think have the most loyal fans? Rank the top three from most to least. Which of the following teams do you think will be selected by Canadian sports fans as having the most loyal fans? 27.78% 22.78% 28.61% 22.59% 12.45% 13.88% 5.31% 4.76% 4.60% 4.46% 3.49% 2.67% 2.24% 4.66% 4.54% 4.11% 3.36% 3.01% 2.34% 1.97% Personal View Predictive 14

15 STADIUM/ARENA ATMOSPHERE Which of the following Canadian teams do you think have the best stadium/arena atmosphere? Rank the top three from most to least. Which of the following teams do think will be selected by Canadian sports fans as having the best stadium/arena atmosphere? 27.71% 29.34% 10.22% 9.29% 7.59% 7.13% 7.03% 5.74% 4.12% 2.55% 2.32% 11.04% 8.79% 8.46% 7.07% 6.11% 4.50% 3.74% 3.02% 2.56% Personal View Predictive 15

16 RESPECT Regardless of which teams you like or dislike, please rate the following Canadian teams based on how much you respect them overall. Average ratings based on a 10 point scale. Personal View Which of the following teams do you think will be rated highest by Canadian sports fans in regards to respect? Predictive Rank Team Average 1 Montreal Canadiens Toronto Blue Jays Winnipeg Jets Calgary Flames Saskatchewan Roughriders Toronto Raptors Vancouver Canucks Ottawa Senators Montreal Alouettes Calgary Stampeders % 7.38% 6.49% 5.83% 4.84% 4.82% 4.57% 4.12% 2.07% 37.04% 16

17 Summary of Findings: Top 10 Sponsor Brands This year, consumer brands sponsoring professional sports teams were also examined. In addition to collecting perceptions about the professional teams, sports fans were also asked questions regarding their perceptions of the major consumer brands (21) sponsoring professional teams. 17

18 BRANDS OVERALL RANKING Which of the following are the top 3 brands you personally feel most loyal to? Lower TOP 10 RANKING Higher Rank Brand Montreal Canadiens Rogers Adidas Bell Scotiabank BMO Toronto Maple Leafs Saskatchewan Roughriders Toronto Blue Jays Toronto Raptors (Bank of Montreal) Winnipeg Jets Honda Nike TD Canada Trust Canadian Tire Tim Hortons Vancouver Canucks Calgary Flames Ottawa Senators Montreal Alouettes 18

19 BRAND LOYALTY Which of the following are the top 3 brands you personally feel most loyal to? 19.91% 10.80% 9.01% 7.62% 6.55% 5.63% 4.96% 4.90% 4.53% 3.94% 19

20 BRAND REPUTATION Which of the following are the top 3 brands you view as having the best reputation overall in Canada? 30.75% 14.12% 10.34% 5.75% 4.49% 4.42% 4.37% 4.29% 2.85% 2.73% 20

21 VALUE FOR PRICE Which of the following are the top 3 brands that provide the best value for the price of their products or services? 32.68% 17.59% 5.82% 5.37% 2.99% 2.99% 2.96% 2.95% 2.81% 2.79% 21

22 BRAND LIKEABILITY Please rate the following brands according to how much you like or dislike them. Average ratings based on a 10-point scale. Rank Brand Average 1 Tim Hortons Canadian Tire Nike Honda Adidas TD Canada Trust Sport Chek Old Dutch Boston Pizza Nissan

23 CUSTOMIZED PACKAGES NATIONAL CUSTOMIZED RESULTS: $3, Includes a PowerPoint deck with the full national ranking list of sports teams and sponsor brands for each of the attributes, as well as all demographic information. It also includes one cross tab of all results by city, region, or team. ADDITIONAL ANALYSIS: Charged at actual Additional analysis, including sponsor brands correlation to specific teams can be discussed. 23

24 GET IN TOUCH To set up a conference call for a more detailed explanation of our methodology and deliverables, please contact: Mario Caceres Senior Research Executive Insightrix Research Inc. T: x 258 C: mario.caceres@insightrix.com insightrix.com/mario 24

25 ABOUT INSIGHTRIX RESEARCH INC. Insightrix Research Inc. ( established in June 2001, provides consulting services in study design, questionnaire development, data collection including online, telephone, mail/fax, and mobile/texting capabilities), qualitative services (such as in-depth interviews, in-person and online focus groups, and online bulletin boards), and data analysis (including descriptive, inferential, and multivariate analysis). Make Client Top Priority No boxed approaches here. We believe in building a strong relationship with our clients as a foundation for providing solid research. SaskWatch Research Own and manage SaskWatch Research online panel, comprised of 15,500+ residents Data Visualization In-house, award winning creative team create stunning visuals and market virally. Utilize Best Research Methods We use many different methods, from standard approaches to advanced analytics Microsites & Dashboards Bring all of your data and findings to one easy-toaccess, web-based microsite that is accessible across all devices. Hire Outstanding Staff 100+ professional staff at two locations in Saskatchewan, Canada and Victoria, Australia. MROC We can build and demo online research communities a place for your audience to connect Film & Video Bring research to life by incorporating video into your research outputs and telling the story of your study. 25

26 ABOUT INSIGHTRIX RESEARCH INC. In Saskatchewan, Insightrix employs more than 100 staff: 35 full-time professional staff and over 75 market research interviewers. Insightrix recruits the most talented staff who are bright, creative, and passionate about market research. INSIGHTRIX RESEARCH HOST AGENCY A full-service market research firm offering end-to-end market research solutions. RESEARCHER ACCOLADES Our researchers are members of and comply with regulations set forth by the Marketing Research and Intelligence Association (MRIA) and the European Society for Opinion and Marketing Research (ESOMAR). MRIA GOLD SEAL CORPORATE MEMBER In 2008, Insightrix completed the MRIA s rigorous certification process and was granted Accredited Gold Seal status.. Host agency for the 2014 MRIA National conference in Saskatoon. (June 8 10, 2014) ONLINE COMMUNITIES Own and manage SaskWatch Research online panel, comprised of 15,000+ residents as well as the new ManitobaWatch online panel comprised of roughly 1,800+ residents. PROFESSIONAL STAFF Offices in Saskatchewan, Canada and Victoria, Australia with 100+ employees. Also employs Presley, Guard Dog & Chief Morale Officer 26

27 EXPERIENCE & EXPERTISE Insightrix is a full service market research firm that offers end-to-end research solutions. The following are examples of methods that Insightrix conducts regularly, for a variety of clients: ADVANCED ANALYTICS INCLUDING SEGMENTATION RESEARCH ADVERTISING RESEARCH BRAND RESEARCH CUSTOMER SATISFACTION ATTITUDES AND USAGE RESEARCH MARKET SHARE STUDIES DASHBOARDING AD HOC AND TRACKING PROJECTS PRICING RESEARCH CONCEPT TESTING 27