Methodology

Turnkey Team Brand Index
The Turnkey Team Brand Index is a measure of a team’s brand strength in its respective market. It quantifies and compares the brand strength of, for example, the Denver Broncos in Denver to the brand strength of the Miami Dolphins in Miami.  The Turnkey Team Brand Index does not attempt to quantify and compare the strength of pro-sports brands across North America.

Survey, Greenfield Online
For the purposes of this study Turnkey interviewed approximately 12,000 general sports fans 18 and older in the 47 North American markets (41 in the US and 6 in Canada), homes of one or more teams from MLB, the NBA, the NFL and the NHL. All data was collected during May and June of 2007.

All data was collected with the help of an online survey. All respondents in this study were: A/ members of the Greenfield Online’s North American online panel or B/ directed to the survey using Greenfield Online’s real-time sampling capabilities. Online survey respondents in general tend to be younger, better educated, more tech-savvy and somewhat more well-off than the average respondent.

The gender breakdown of respondents in all markets is approximately 60/40 in favor of males, to align better with the profile of the average sports fan.