Pro Sports 'Image Survey' Reveals Which Sports Have Best Image, Role Models

Pro Sports 'Image Survey' Reveals Which Sports Have Best Image, Role Models

FLORHAM PARK, N.J., Dec. 14 /PRNewswire/ -- MarketTools Inc. today announced the results of a survey on the image of six major professional sports organizations, including MLB, NASCAR, NBA, NFL, NHL and the PGA TOUR. The study was conducted online among a nationally representative sample of 1,600 U.S. adults, aged 18+ during the late fall each of the past two years.

Key findings include*:

* Of the six major sports, the overall image of the PGA TOUR remains the
most positive, followed most closely by the NFL and NASCAR. Over
two-thirds (64%) of those surveyed believe the PGA TOUR's overall image
is positive. A majority of those surveyed also find the NFL and NASCAR
to have a positive overall image (58% and 53% respectively), findings
that are consistent in both years the survey has been conducted.

* The overall image of Major League Baseball, the National Basketball
Association, and the National Hockey League has dropped significantly
this year. Half (50%) of those surveyed believe the overall image of
MLB is positive, a drop of 18% compared to last year. Less than
one-fourth (24% and 22% respectively) of those surveyed believe the
overall image of the NBA and the NHL is positive, drops of 31% and 37%
respectively.

* The PGA TOUR leads in producing good role models, encouraging honesty
and integrity, and producing athletes parents would prefer to have
influence on their children. Over two-thirds (67%) of those surveyed
believe PGA TOUR players are good role models, a finding that is
significantly higher than any other professional sports organization
(48% report that NASCAR produces good role models, the second highest
sport). Additionally, 62% of those surveyed believe the PGA TOUR
encourages honesty and integrity versus 44% for second place NASCAR.
And, 43% of those surveyed prefer that their children be influenced by
PGA TOUR players, versus second place MLB at 22%.

* The NFL is the leader in encouraging volunteerism and supporting
charitable causes. Over half (52%) of those surveyed believe the NFL
encourages volunteerism and nearly half (45%) believe the NFL is
excellent or very good at supporting charitable causes. MLB is second
for encouraging volunteerism at 41% and the PGA TOUR is second for
supporting charitable causes at 38%.

* See below for survey results. Complete results available upon request.

About Market Tools, Inc.


MarketTools is an Internet based, technology enabled, full service marketing research company, focused on primary marketing research-concept tests, product tests, sorts (alternative tests), advertising research, trackers and more. Key client benefits include excellent quality research with real insights, conducted at unsurpassed speed, at competitively superior pricing. MarketTools was founded in 1997. It is headquartered in Mill Valley, California, just north of San Francisco and Silicon Valley.

Rate the overall image for each of the following sports.

% Very Positive/Positive
2004 2003
PGA TOUR 64% 66%
NFL 58% 62%
NASCAR 53% 52%
MLB 50% 61%
NBA 24% 35%
NHL 22% 35%

How well do the players in the sports below function as role models?

% Very Good/Good
2004 2003
PGA TOUR 67% 71%
NASCAR 48% 47%
MLB 37% 45%
NFL 36% 37%
NHL 18% 26%
NBA 12% 18%

Rate each of the following sports for supporting charitable causes.

% Excellent/Very Good
2004 2003
NFL 45% 45%
PGA TOUR 38% 34%
MLB 34% 31%
NASCAR 33% 29%
NBA 23% 23%
NHL 19% 18%

Rate each sport's events for enhancing the local community.

% Very Positive/Positive
2004 2003
MLB 58% 66%
NFL 57% 63%
PGA TOUR 51% 53%
NASCAR 43% 48%
NBA 37% 47%
NHL 34% 44%

Please rate each sport for encouraging volunteerism.

% Strongly Encourages/Encourages Volunteerism
2004 2003
NFL 52% 51%
MLB 41% 42%
PGA TOUR 36% 34%
NASCAR 32% 28%
NBA 31% 34%
NHL 24% 27%



Thinking generally of all the athletes in each sport, which of the following athletes would you prefer that your children be influenced by?

% Prefer Children be Influenced by (Among HH w/ children)
2004 2003
PGA TOUR 43% 43%
MLB 22% 23%
NFL 15% 12%
NASCAR 13% 14%
NHL 5% 5%
NBA 4% 4%

Rate each sport for encouraging honesty and integrity.

% Strongly Encourages/Encourages Honesty and Integrity
2004 2003
PGA TOUR 62% 63%
NASCAR 44% 41%
NFL 34% 34%
MLB 34% 42%
NHL 23% 28%
NBA 20% 24%



Source: MarketTools Inc.

CONTACT: Jim O'Hara of MarketTools, Inc., +1-973-805-6088, or
jim.ohara@markettools.com


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