Hockey Fans
HOCKEY FANS tend to have greater brand awareness about popular consumer items than the general population, according to results of a recent telephone poll conducted by Nielsen Media Research.
Nike is the most widely recognized brand of athletic shoes among hockey fans. More than 86% identified Nike, vs. 62% for Reebok and 44% for Adidas. Among the general population about 82% chose Nike first, 59% cited Reebok and 39% Adidas.
Budweiser is king of beer brands for hockey fans. Almost 68% of fans surveyed named Budweiser as the most recognizable brand. Meanwhile, 35% mentioned Miller, 29% chose Coors, 17% selected Miller Light and only 7% tapped Molson. Within the general population 64% decided on Budweiser, 35% selected Miller, 30% went with Coors, 12% chose Miller Light and 4% opted for Molson.
Fast food brand awareness research indicated 89% of hockey fans mentioned McDonald’s. About 76% named Burger King, 51% Wendy’s and 47% Taco Bell. Among the general population 87% cited McDonald’s, 71% picked Burger King, 48% selected Wendy’s and 38% singled out Taco Bell among the most recognizable brands.
Automobile brand awareness is stronger for domestic cars than for imported models. Hockey aficionados demonstrate greater recognition of brands than non-fans in each of these categories.
Ford is the most frequently cited brand by fans (85%). Chevrolet is second with 59%, followed by Chrysler, which was chosen by 47%. Brand awareness among non-fans is 81% for Ford, 57% for Chevy and 42% for Chrysler.
In import models, Toyota ranks first in brand recognition among 62% of hockey fans, followed by Honda with 36%, Mercedes-Benz at 36% and BMW, 31%.
Among non-fans Toyota comes in first again with 57%. Next is Honda at 36%, Mercedes-Benz, 33% and BMW, 25%.
* Nearly half of all hockey fans (47%) are between 16 and 34 years old. More than one-third (34%) have annual incomes between $30,000 and $80,000. About 13% of hockey fans earn more than $100,000 a year.
* There are 2,200 ice rinks in the United States where amateurs can play hockey. The game is particularly popular in Minnesota; players log an average 8.5 hours of ice time per week at the state’s 408 rinks. Florida, by contrast, has only 19 hockey rinks. Players there spend an average 2.5 hours each week on the ice.
* The majority of hockey fans (73%) attending games live in the Northeast or Midwest. Two-thirds of National Hockey League players are Canadian-born. American-born players typically come from Northeast or Great Lakes states.
* One-third (33%) of hockey fans attended college, compared with 30% of the general population. The number of hockey fans with a high school education is slightly less than the overall population. About 24% of fans have been to high school, compared with 26% of the population at large.
* Hockey fans are more likely to hold professional, executive, administrative and managerial jobs than football, baseball or basketball fans. About 23% of hockey fans hold such positions, compared with 22% for football, 20% for baseball and 18% for basketball fans.
* Internet use is popular among hockey fans. Three-quarters of fans have Internet access and 67% subscribe to online services. About 67% have access to a computer.
* Fewer hockey fans watched televised games in 1998 compared with 1996 and 1997. TV ratings of games shown on the Fox network have declined 33% since 1996, while ESPN saw hockey ratings fall 13%.
