Knowledge Networks Inc. announced Thursday that its "Brand Relationship
Tracker" found that the National Football League and the National Association
for Stock Car Auto Racing are best at leveraging their fan relationships into
tangible value for television advertisers.
All told, the Menlo Park, Calif.-based research firm monitored nine sports
leagues in its study on the "resonance" between consumers, sports brands and
sports advertisers' brands.
NASCAR and the NFL ranked "virtually even in the overall 'resonance' of TV
advertising among their fans (ages 18-49)," with the former slightly ahead, the
NASCAR fans, for instance, were more likely to say that ads in its sport are
"an important information source for products they are interested in" (46% for
NASCAR, 41% for the NFL) and that companies that advertise with the sport are
"relevant to their personal needs" (45% for NASCAR, 40% for the NFL), Knowledge
Those two leagues were followed by the National Collegiate Athletic
Association, the Olympic Games, the National Basketball Association and Major