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NFL Satisfaction Consumer Study

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Satisfaction with the NFL, aspects of the NFL, and aspects of football rules, from a survey of 1,000 U.S. adults.

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NFL Satisfaction Consumer Study

  1. 1. Do you watch National Football League games? 59% 41% Yes No Sample Size: 1,000 (All Respondents)
  2. 2. ∴ Men 25-54 watch NFL games the most; women 18-24, 45+, the least Nested Gender and Age Male 18-24 Male 25-34 Male 35-44 Male 45-54 Male 55-64 Male 65+ Female 18-24 Female 25-34 Female 35-44 Female 45-54 Female 55-64 Female 65+ (%) (%) (%) (%) (%) (%) (%) (%) (%) (%) (%) (%) Yes 69 ⇑ 79 ⇑ 86 ⇑ 74 64 55 ⇓ 46 59 55 ⇓ 48 ⇓ 41 ⇓ 35 No 31 ⇓ 21 ⇓ 14 ⇓ 26 36 45 ⇑ 54 41 45 ⇑ 52 ⇑ 59 ⇑ 65 Base n=61 n=97 n=107 n=97 n=66 n=82 n=59 n=93 n=103 n=93 n=64 n=78 Sample Size: 1,000 (All Respondents)
  3. 3. Overall, how satisfied are you with the National Football League? 6% 16% 32% 27% 19% 0% 25% 50% 75% 100% Not at all satisfied Slightly satisfied Moderately satisfied Very satisfied Completely satisfied Sample Size: 607 (61% of Respondents)
  4. 4. ∴ Only ~30% of 18-24 and 65+ are very/completely satisfied with NFL Which of the following groups describes your current age? 18-24 25-34 35-44 45-54 55-64 65+ (%) (%) (%) (%) (%) (%) [Not at all + Slightly satisfied] ⇑ 30 19 19 20 16 28 Not at all satisfied 10 5 3 4 7 7 Slightly satisfied 20 14 15 15 9 21 Moderately satisfied 39 ⇓ 22 32 33 37 42 Very satisfied ⇓ 14 29 27 28 ⇑ 38 24 Completely satisfied 16 ⇑ 30 23 19 ⇓ 9 ⇓ 7 [Very + Completely satisfied] ⇓ 30 ⇑ 59 50 47 47 ⇓ 31 Base n=69 n=132 n=149 n=117 n=68 n=72 Sample Size: 607 (61% of Respondents)
  5. 5. How satisfied are you with each of the following aspects of the National Football League? 35 34 33 27 30 31 26 21 21 17 25 26 19 21 17 16 17 19 17 15 0% 25% 50% 75% 100% Entertainment value of games Competitive parity of the teams Dominance of quarterbacking NFL's care for player safety The teams' observance of the rules The players' observance of the rules Treatment of local markets The rules of the game in general NFL's handling of off-field issues Officiating Very satisfied Completely satisfied Sample Size: 607 (61% of Respondents)
  6. 6. Key Driver Analysis - Overall, how satisfied are you with the National Football League? What drives overall satisfaction? NFL's handling of off-field issues has the highest correlation to overall satisfaction (35% of shared variance), followed by players' observance of the rules (29%), and treatment of local markets (27%). Aspect Shared Variance Correlation Respondents Answering NFL's handling of off-field issues 35% 0.594 61% The players' observance of the rules 29% 0.534 61% Treatment of local markets 27% 0.523 61% Officiating 27% 0.517 61% The teams' observance of the rules 27% 0.516 61% Dominance of quarterbacking 27% 0.516 61% Competitive parity of the teams 26% 0.509 61% The rules of the game in general 26% 0.507 61% NFL's care for player safety 26% 0.506 61% Entertainment value of games 24% 0.492 61%
  7. 7. ∴ Seniors are less satisfied with most aspects of the NFL Which of the following groups describes your current age? [Very + Completely satisfied] 18-24 25-34 35-44 45-54 55-64 65+ (%) (%) (%) (%) (%) (%) The rules of the game in general 33 48 ⇑ 52 38 31 ⇓ 28 Entertainment value of games 59 65 63 63 53 53 Competitive parity of the teams 57 64 62 62 59 ⇓ 47 Dominance of quarterbacking 51 59 55 47 50 43 Treatment of local markets 33 49 ⇑ 53 38 41 ⇓ 25 The teams' observance of the rules ⇓ 35 ⇑ 56 52 44 46 40 The players' observance of the rules 36 ⇑ 58 54 48 37 ⇓ 33 Officiating 29 ⇑ 41 ⇑ 40 29 ⇓ 18 26 NFL's care for player safety 45 53 53 47 41 42 NFL's handling of off-field issues 30 ⇑ 52 ⇑ 46 38 29 ⇓ 19 Base n=69 n=132 n=149 n=117 n=68 n=72 Sample Size: 607 (61% of Respondents)
  8. 8. How satisfied are you with each of the following aspects of the rules? 23 22 25 22 20 18 19 20 16 18 18 17 0% 25% 50% 75% 100% Rules regarding a catch Overtime rules Obviousness of the rules Thoroughness of the rules Rules regarding pass interference Consistency of the rules Very satisfied Completely satisfied Sample Size: 607 (61% of Respondents)
  9. 9. Key Driver Analysis - Overall, how satisfied are you with the rules of the game in general? What drives satisfaction with the rules in general? Consistency of the rules has the highest correlation to rules satisfaction (47% of shared variance), followed by thoroughness of the rules (45%), and obviousness of the rules (44%). Aspect Shared Variance Correlation Respondents Answering Consistency of the rules 47% 0.686 61% Thoroughness of the rules 45% 0.673 61% Obviousness of the rules 44% 0.660 61% Rules regarding a catch 41% 0.642 61% Overtime rules 40% 0.634 61% Rules regarding pass interference 40% 0.632 61%
  10. 10. ∴ Seniors aren’t satisfied with the rules, either Which of the following groups describes your current age? [Very + Completely satisfied] 18-24 25-34 35-44 45-54 55-64 65+ (%) (%) (%) (%) (%) (%) Consistency of the rules ⇓ 25 ⇑ 45 ⇑ 46 35 26 ⇓ 21 Obviousness of the rules 38 ⇑ 52 46 37 35 ⇓ 24 Thoroughness of the rules 33 ⇑ 54 ⇑ 50 34 34 ⇓ 21 Rules regarding a catch 42 ⇑ 54 50 37 35 ⇓ 32 Rules regarding pass interference 32 ⇑ 48 ⇑ 46 34 34 ⇓ 17 Overtime rules 43 48 ⇑ 53 36 35 ⇓ 26 Base n=69 n=132 n=149 n=117 n=68 n=72 Sample Size: 607 (61% of Respondents)
  11. 11. Which NFL team do you typically root for? - Top 10 8% 7% 6% 6% 6% 4% 4% 4% 3% 3% 0% 25% 50% 75% 100% Dallas Cowboys Chicago Bears New England Patriots Pittsburgh Steelers New York Giants Green Bay Packers Seattle Seahawks Carolina Panthers Miami Dolphins Cleveland Browns Sample Size: 607 (61% of Respondents)
  12. 12. Which NFL team do you typically root for? Option Rank Response % Dallas Cowboys 1 8% Chicago Bears 2 7% New England Patriots 3 6% Pittsburgh Steelers 4 6% New York Giants 5 6% Green Bay Packers 6 4% Seattle Seahawks 7 4% Carolina Panthers 8 4% Miami Dolphins 9 3% Cleveland Browns 10 3% Denver Broncos 11 3% Arizona Cardinals 12 3% New Orleans Saints 13 3% None 14 3% Philadelphia Eagles 15 3% Los Angeles Rams 16 2% Atlanta Falcons 17 2% Sample Size: 607 (61% of Respondents) Option Rank Response % Indianapolis Colts 18 2% San Francisco 49ers 19 2% Tampa Bay Buccaneers 20 2% Baltimore Ravens 21 2% Tennessee Titans 22 2% Kansas City Chiefs 23 2% Minnesota Vikings 24 2% Houston Texans 25 2% Washington Redskins 26 2% New York Jets 27 2% Detroit Lions 28 2% Buffalo Bills 29 2% Los Angeles Chargers 30 2% Cincinnati Bengals 31 1% Oakland Raiders 32 1% Jacksonville Jaguars 33 1%
  13. 13. How paranoid are you that your actions at home before watching a game might affect the team you are rooting for? 63% 10% 15% 5% 7% 0% 25% 50% 75% 100% Not at all paranoid Slightly paranoid Moderately paranoid Very paranoid Completely paranoid Sample Size: 607 (61% of Respondents)
  14. 14. How afraid are you that starting or stopping a behavior at home while watching a game can impact your team? 66% 11% 12% 6% 4% 0% 25% 50% 75% 100% Not at all afraid Slightly afraid Moderately afraid Very afraid Completely afraid Sample Size: 607 (61% of Respondents)
  15. 15. How fearful are you that a companion's behavior watching a game can influence your team? 68% 10% 14% 3% 5% 0% 25% 50% 75% 100% Not at all fearful Slightly fearful Moderately fearful Very fearful Completely fearful Sample Size: 607 (61% of Respondents)
  16. 16. Methodology This online survey had 1,000 respondents. It was fielded from January 25 to January 26, 2019. The results presented in this report were weighted by the following variables: • What is your gender? • Which of the following best describes your ethnicity? • Are you of Hispanic, Spanish or Latino descent? • Which of the following groups describes your current age? • Region • What is the highest degree or level of school you have completed? Check our website for more on our methodology.
  17. 17. Crosstab Methodology Crosstab Table Notes: • If the difference is higher at a statistically significant level, the cell is marked with the up - arrow symbol ⇑. If it is lower, the down-arrow symbol ⇓ is used. • Columns with fewer than 30 responses (i.e. degrees of freedom) are ignored for statistical significance comparisons. • Crosstabs with no significant difference greater than 10 percentage points are not presented. • To fit onto a single slide, some crosstabs have had columns without differences omitted. See the spreadsheet for the full crosstabs. • Crosstabs show only unweighted results. • See the accompanying spreadsheet for all tables.
  18. 18. Researchscape International Researchscape International is a market-research consultancy specializing in custom surveys. For questions about this or other research, please contact us at +1-888-983-1675 x1 or visit our website, http://www.researchscape.com/.

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