Analysis, Polls & Surveys

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

Bolt and Farah are main reasons to watch athletics, say public. So how big a hole do their retirements leave?

BLOG | by James Stibbs ... As the World Athletics Championships in London wound down this weekend, the IAAF leadership team probably allowed themselves to look on with some satisfaction. Two stars whose light flickered for the last time on the track this week are, of course, Usain Bolt and Mo Farah. So what happens when, in one fell swoop, both the world’s and the UK’s greatest athletes take their final track and field bows? Read our YouGov Omnibus survey results.

The best deal in Indian sport sponsorship – it’s just not cricket

BLOG | by Joseph Eapen ... For as long as anyone can remember, sport in India has really meant just one thing – cricket. And yet in creating such a powerful brand, the IPL also sowed the seeds for a revolution in Indian sport, spurring the rest of India’s sports sector to start cooking up their own versions. One such success story is the Pro Kabaddi League, which now represents the best value for money in the Indian market.

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US PGA prioritises eyeballs over revenue as it seeks to avoid tide of cord-cutting

BLOG | by Charlie Dundas ... If it’s safe to say that some UK golfers don’t like change, many are in for a rude awakening next month when the last of the season’s Majors, the US PGA Championship, takes place. That’s because, instead of flicking on Sky Sports to follow the action, as they have since 1992, they will have to go to some place new, and that's the BBC.

Middle-Aged Men in Lycra – MAMILs – Do they dominate the cycling audience?

BLOG | by Charlie Dundas ... The growth in cycling has been well-documented in recent years, not least the phenomenon of the Middle-Aged Man in Lycra or MAMIL. MAMILs have been seen as the bedrock of this explosion in participation but have they also driven a media market for cycling which has seen major broadcasters competing for rights? Let’s take a look at the data around fans of the Tour de France, cycling’s premier property.

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Special Report | 30-Love, 40-Like? A Look at Age and the UK Tennis Market

With the grass-court season now upon us, we’ve been examining the audience demographic of two of the UK’s most iconic tournaments – The Championships at Wimbledon and The Aegon Championships at Queen’s – unearthing some intriguing findings on how Buzz, Consideration and sponsor brand impact differ across the tennis fan base. The latest in our series of Special Reports.

NBA Brand Health Recap: The Implications of ‘Resting and Tanking’ on Sponsorship Values

BLOG | by Lance Fraenkel ... Key research highlights the latest NBA Buzz (recent brand sentiment) and Recommendation levels (loyalty) in perspective of three previous NBA seasons. Using a number of research analytics including SMG Insight/YouGov's daily tracking service, BrandIndex; proprietary image monitoring technology and audience data for sponsorship valuations; and through examination of long-term NBA trends, we can see significant brand perception declines around this seasons ‘resting and tanking’ issues (March-April 2017) and increased volatility in NBA perception around the playoffs.

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Wimbledon’s Unique Selling Point – Its Spectators

BLOG | by Bruce Cook ... The experience of attending the Championships, Wimbledon, is altogether pretty singular. Whether it’s the old London double decker to the grounds or the taxi convivially shared with strangers; the purple petunias decorating the walkways; or the sound of a jazz quartet syncopating with the clink of fizz glasses, Wimbledon is no ordinary sports event.

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What happens when you move your sports event off free-to-air TV?

BLOG | by Frank Saez ... The end of the football season in Europe brings with it a host of key games – from play-off and cup finals, to league fixtures which determine promotion, relegation or simply a few million in TV money. Yet despite the competition, UEFA’s Champions League remains the blue riband event of the season. Following the Champions League’s departure from UK free-to-air screens in 2015, many people have been wondering whether fans’ perceptions of the competition have changed.

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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