Kukla's Korner Hockey
by Alanah McGinley on 07/11/08 at 07:48 PM ET
Which companies get the most bang for their buck advertising through the NBA or NHL? The answer, according to a study by Baylor University and iThink: beer, insurance and office supply businesses. We awarded NBA and NHL point totals to indicate how much “lift” a brand gets in distinction, loyalty and purchase behavior from sports fans over and above non-sports fans. [...]
Here are the top 10, with NBA scores weighted 3.5 times more heavily than NHL scores to reflect its superior reach.
Here are the Top-10 most effective sports advertisers. (NHL fans like beer. A lot. Go figure. They also seem especially fond of office supplies…).
And Tom Van Riper has written a complete story on the subject here.
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