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NFL’s Consumer Perception Dives With Men More Than Women

Article from: 
Fri, 12/09/2014 - 19:32
Ted Marzilli
Ray Rice

With the Ray Rice crisis blowing up this past week, the NFL’s consumer perception has dropped quickly in the past five days to its lowest point since June 2012.

The NFL was at its highest perception level of the year on Monday, September 8th -- even higher than around the 2014 Super Bowl -- when the Baltimore Ravens cut Rice after TMZ posted a video showing him punching his then-fiancée in an Atlantic City hotel elevator earlier this year.

YouGov BrandIndex’s metrics show the current perception dive is led significantly more by men than women.

In June 2012, the last perception low for the NFL, the organization received backlash from a restrictive ban on purses and bags in stadiums. The month also marked the time when the New Orleans Saints were mired in controversy over bounties paid for injuring opposing players.

YouGov BrandIndex measured the NFL with 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?"

Buzz score can range from 100 to -100, with a zero score equaling positive and negative feedback. All measurements are for adults 18 and over.

On Monday, September 8th, the NFL’s Buzz score was at its 2014 high of 36. Four days later, the score dropped to -17, which is composed of a -8 score for women and a -27 for men. The June 2012 low score was -26.

Buzz: NFL
Buzz: NFL
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