Analysis, Polls & Surveys

Analysis, Polls & Surveys 2016-12-17T23:27:44+00:00

Fan Engagement Report

A special report touching on the deeper insight required to understand the complexities of true fan engagement in the world of sport today. Analysis from our internal data vault – The Cube – examines eight major sports events and the rights-holder strategies that are currently driving positive fan engagement.

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Appointment of US Vice President

SMG INSIGHT NEWS Appointment of US Vice President, Lance Fraenkel SMG Insight’s global expansion continues with appointment of US Vice President SMG Insight, the sports and sponsorship specialist arm of YouGov, today announces that Lance Fraenkel will join the business as Vice President, North America.  Fraenkel was formerly Head of Client Service for YouGov’s combined US BrandIndex / Profiles business where he led cross-functional teams in achieving multi-million dollar revenue through market research consultancy with clients [...]

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SportsIndex Annual Reports | 2014, 2015, 2016 and 2017

SMG Insight reveals the winners, the losers, the movers and improvers amongst 60 major sports events in the fourth annual report of its SportsIndex series. Providing individual event rankings, year-on-year performance comparisons and analysis by sporting category, the report showcases just some of the capabilities of SportsIndex, the first and only syndicated product to measure the UK general public’s perception of 60 leading domestic and international sports events on a daily basis.

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What do UK fans of US sport look like?

BLOG | by Charlie Dundas I don’t need to tell anyone that the NFL and the NBA, America’s two most popular sports leagues, have global aspirations – it’s been a big industry focus and is particularly exciting for anyone based in an international hotspot like London, where regular season games have been a fixture for a number of years now. But what’s interesting to me is the different approaches to growing the game the two have taken.

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Data Says More to Super Bowl Ad Game Than Getting a Laugh

BLOG | by Bruce Cook Nearly a decade ago, a boss first asked me the ‘so what?’question. “Millions watch the games and thousands attend our events, so what?” he said. “What is it doing for the business?”… or the brand? That was all about the RBS 6 Nations. Rugby’s Greatest Championship kicks off tomorrow, but what’s on my mind today is Sunday’s NFL showcase event. Super Bowl LI (51) is now just a couple days away and I love the unmatched hype and the unbelievable production of the game and the half-time show. Gaga is sure to put on a performance worthy of her name.

While Falcons fans believe in angels, Patriots fans side with the aliens

BLOG | by Tracy Schoenadel It's almost that time of year again. This Sunday, the New England Patriots will meet the Atlanta Falcons in Super Bowl LI. While the Falcons are hoping to win their first championship in franchise history, the Patriots, who've dominated the league for over a decade now, are aiming for their fifth. But that's what makes the teams different. What about their fans? A new infographic from YouGov helps illustrate the many differences and similarities between the two groups.

Forget China, Snooker’s future could be in India

BLOG | by Joseph Eapen The Masters, snooker’s most prestigious invitation tournament, reached its climax on Sunday at London’s Alexandra Palace when Ronnie O'Sullivan beat Joe Perry to record his seventh title. The UK is accepted by most as the birthplace of the world’s leading cue sport, so it’s maybe no surprise that two Englishman made the 2017 final. But what many don’t know is snooker’s roots actually first sprouted a century-and-a-half ago in a British Army officers' mess in the city of Jabalpur, around 450 miles south-east of Indian capital Delhi.

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SMG Insight at HSBC Golf Business Forum

Of all the world’s major sports, golf is the one that most thrives on tradition – its rules and etiquette as important now as they were in 1860, when the Open Championship was first played. But seismic changes in how media is consumed and an ageing traditional fanbase mean golfing stakeholders must not only keep golf relevant to the younger generations, but continue to optimise the commercial benefits of a massive following. To do that, we all need a better understanding of who the golfing audience is. In this pocket guide, we’ve dug into the SMG/YouGov data vault to present a snapshot of the US and UK markets and highlighted a handful of interesting revelations.

No Holds Barred: a unique debate platform for the business of sport

BLOG | Tired of the same-old roundtable discussions and boring conference panel sessions? So are we. That's why in January 2017 we're pleased to participate in the newly launched podcast, 'No Holds Barred' - a unique debate platform for the business of sport. In this month’s edition, Commercial Director, Charlie Dundas joins Ben Wells (Former Marketing Director of Chelsea FC), Dan Ayers (Lead Consultant at Seven League) and SB Weekly host Matt Cutler to debate a number of sports business topics.

College Football delivering returns for sponsors

BLOG | by Tracy Schoenadel College Football delivering Returns for Sponsors The University of Alabama faces off against Clemson University this coming Monday in a battle to claim the 2017 title of national college football champion. College football trails only the NFL in overall fan avidity nationally and yields regional followings many sport properties envy. Few other sports boast decade-long rivalries and traditions. On TV, college football games perform well in terms of audience size, and have broken records this year for national broadcaster ESPN.

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Darts: Bigger and more diverse than you think

BLOG | by Richard Brinkman “This is the week Christmas begins,” said sports promoter Barry Hearn earlier this week in a not-so-subtle reminder to his Twitter following that the 2017 edition of darts’ annual showcase, the PDC World Championship, was nearly upon us. Today, it is upon us, and though many would question whether there’s enough athleticism in darts to make it a sport (that’s for another blog!), few wouldn’t doff their cap to Barry and his team at Matchroom Sport for the extent to which they’ve growth both the PDC World Championship and the popularity of darts worldwide.

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