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NFL Starts Season with Lower Brand Perception than Last Year

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Wed, 09/09/2015 - 16:00
Ted Marzilli

After what may have arguably been its most crisis-ridden year, with incidents both in-season and off, the NFL begins its new season with consumer perception levels down 58% from this time one year ago, according to YouGov BrandIndex, the only daily brand consumer perception research service.

Last Thursday’s exoneration of New England Patriots quarterback Tom Brady’s four-game “Deflategate” suspension brought only a very modest uptick to the NFL’s perception.

YouGov BrandIndex utilized its Buzz score, which asks respondents "If you've heard anything about the brand in the last two weeks, through advertising, news or word of mouth, was it positive or negative?" A score can range from 100 to -100 with a zero score equaling a neutral position.

One year ago, the NFL’s Buzz score was 17, meaning that 17% more consumers said they had heard recent positive news about the brand versus negative. The score is now 7, which puts it eight points behind Major League Baseball’s 15 score. Last year at the same time, the NFL was a few points ahead of Major League Baseball.

The NFL’s Buzz score has been on the upswing leading up to the regular season kickoff, but just has not had the same momentum as last season.

YouGov BrandIndex ( interviews 4,300 people each weekday from a representative US population sample, more than 1.5 million interviews per year. Respondents are drawn from an online panel of more than 2MM individuals.

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