Flames in 8th spot in Sports Brand equity Poll

[ricardodw]

It likely is accurate as the Oilers did not make the top 10 link to story and link

The Insightrix poll measured the sports teams' brand equity on five metrics: the first team that comes to mind; the amount of respect for the team; what team has the most loyal fans; which team is most popular; and which has the best stadium or arena atmosphere. Participants were also asked to predict what the outcome of the survey would be for each metric.

The survey, conducted between April 21 and May 5, included opinions from 2,700 sports fans, with 300 people participating per city in Calgary, Edmonton, Hamilton, Montreal, Ottawa, Regina, Toronto, Vancouver and Winnipeg.

and the top teams were:

THE top 10 teams with the strongest brand equity across Canada:



Montreal Canadiens (NHL)
Toronto Maple Leafs (NHL)
Saskatchewan Roughriders (CFL)
Toronto Blue Jays (MLB)
Toronto Raptors (NBA)
Winnipeg Jets (NHL)
Vancouver Canucks (NHL)
Calgary Flames (NHL)
Ottawa Senators (NHL)
Montreal Alouettes (CFL)


-- source: Insightrix Research

[Resolute 14]

Expect to see the Canucks tumble and the Oilers to rise after this year.

Also 8th out of 18 isn't exactly something to write home about.

[Badgers Nose]

That's BS. I'd put Calgary 8th in the NHL. Flames could buy the Argos with brand equity change found in the KK's office chair.

[The Familia]

This pole is flawed. First, I'm pretty positive no one outside of Toronto gives two-cents about the Raptors. They arn't recognizable out west at all. Same with The Jets. How can their brand be so recognizable after only a couple years? Not to mention they are in the smallest NHL market.

[ricardodw]

The Calgary Herald puts a more positive spin on this poll :

Flames are Canada's fourth most-respected sports team

[Resolute 14]

The Raptors were pulling north of 300,000 viewers per game last year. They are certainly recognizable across Canada, though they might be ranked too high.

And the Jets are still riding new team smell.

[getbak]

The Blue Jays came in 3rd in Stadium/Arena Atmosphere. That pretty much says everything you need to know about the validity of this poll.

[Zarley]

Looks about right, although I think the Raptors and Jets may be a little too high on that list.

[ricardodw]

Originally Posted by The Familia

This pole is flawed. First, I'm pretty positive no one outside of Toronto gives two-cents about the Raptors. They arn't recognizable out west at all. Same with The Jets. How can their brand be so recognizable after only a couple years? Not to mention they are in the smallest NHL market.

It seems that the Jets scored better in having the more loyal fans and a better stadium atmosphere.

[Benched]

we probably lost pts because of the dome.

"King King II to announce the new arena deal: 2092!"

[The Familia]

Originally Posted by Resolute 14

The Raptors were pulling north of 300,000 viewers per game last year. They are certainly recognizable across Canada, though they might be ranked too high.

And the Jets are still riding new team smell.

300,000? Those numbers are not that great and nothing to brag about. Every CFL game averages over 300,000 on a bad game with some games in the 700,000 range. This means that every CFL team should be higher than the Raptors based on TV numbers. That obviously isn't true so the rankings are flawed.

[The Yen Man]

Lol, the fact that the Roughriders are on that list already makes it a meaningless poll.

[JohnnyT]

Originally Posted by The Yen Man

Lol, the fact that the Roughriders are on that list already makes it a meaningless poll.

Really? You don't think the Roughriders have brand strength in Canada? If anything that gives it more credibility than a poll that would exclude them.

[The Yen Man]

Come on, there's what, 800K in total population in Saskatchewan? If they polled equal amounts of people in each city, then no, I don't think it's a credible poll.

[Fighting Banana Slug]

Originally Posted by The Yen Man

Come on, there's what, 800K in total population in Saskatchewan? If they polled equal amounts of people in each city, then no, I don't think it's a credible poll.

But it's about brand recognition. I would think there are many outside of Sasky that recognize the Roughrider brand and would rank them highly.

Seems to me they got the first 4 about right, and then after that it is anyones guess. It might be helpful if they posted the scores or percentages to indicate how close the polling was.

[Jason14h]

This pole is flawed. First, I'm pretty positive no one outside of Toronto gives two-cents about the Raptors.

Few outside of Calgary give 2 cents about the Flames. Just saying.

For Viewership though you are correct, although rising fast

The increase in audiences is impressive. TSN's average for Raptors games is 346,000 -- up 137 per cent over last year. On TSN2, the team is averaging 180,000 -- more than triple last year's number.

Despite those increases, the Raptors are not quite in the big leagues. After all, you don't get double and triple-digit increases unless things were pretty bad to start with. That 346,000 average on TSN is dwarfed by Hockey Night In Canada. The CFL averages almost twice that Raptors high-water mark and the Toronto Blue Jays aren't far behind.

[Psytic]

Yup I see Roughriders logos on trucks and hats all over the place in BC and Calgary. I rarely see Stamps gear represented outside of Calgary.

[JohnnyT]

Originally Posted by The Yen Man

Come on, there's what, 800K in total population in Saskatchewan? If they polled equal amounts of people in each city, then no, I don't think it's a credible poll.

Then I don't think you read what they were measuring, fan loyalty and stadium atmosphere are two things I would expect the roughriders to score highly in.

They even acknowledge your point:

But the Roughriders are the biggest "branding phenomenon," according to Insightrix. The team made the top three in several main areas, despite the fact Saskatchewan composes only 3 per cent of Canada's overall population.

Look I hate the roughriders as much as any born and raised Calgarian, but your kidding yourself if you dont think they're one of the biggest sports brands in Canada

[ricardodw]

Originally Posted by The Yen Man

Come on, there's what, 800K in total population in Saskatchewan? If they polled equal amounts of people in each city, then no, I don't think it's a credible poll.

In the Herald blurb:

There were 300 respondents in nine Canadian cities: Calgary, Edmonton, Hamilton, Montreal, Ottawa, Regina, Toronto, Vancouver and Winnipeg, with the results weighted to represent each city’s population.

So a Toronto vote would be weighted 6 times a Calgary vote and 18 times a Regina vote.

The Riders, and to a lesser extent Jets must with 10% of the population of Toronto, obviously have made a bigger impression outside of Winnipeg.

The weighting also explains how the Canucks were ranked higher that the Flames in any category

[Jets4Life]

In 5 years, the Flames will rank higher. With the acquisition of Hamilton and Frolik, and the youth of the team, I ahve a feeling 2015 is the beginning of another golden age for the franchise.