SSRS/Luker on Trends Sports Poll

The first and longest running tracking study focusing on sports in the U.S.

Emphasis on Intelligence

The Sports Poll is more than a data tool. It places a greater emphasis on intelligence serving the strategic direction of sports, including properties, media, and brands.  It focuses on building lifetime values for fans and sustaining their hearts. This means understanding what drives avidity, what sustains it over time, and what threatens it the most.  This cutting-edge research maximizes revenues with existing fans today.

The Sports Poll Covers All Sports, All the Time…and Now It Reaches Even Younger Fans

Measures more than 35 different sports and activities, including viewing, attendance, media, and more. Interviews occur 350 days per year with people ages 12 and up across the entire United States.  Recently, SSRS partnered with KidSay to launch the “Sports Poll Kids” tracker, a new tween-focused service conducted with kids ages 8 to 11. Click the button to learn more about this exciting research.

Data is collected using the first and longest-running syndicated tracking study of sports fans in the United States.

It is the only research that focuses on the state of sports, individual properties and teams in the broader context of free time, not just on a single sport or team.

The Sports Poll offers the highest quality data available. It is a nationally-representative sample backed by SSRS, the research firm that collects data for leading media outlets including CNN, CBS News, ABC News, and more.

The Sports Poll is the foundation for understanding the trends that impact strategy.  25 years of trending measurement holds up in the face of constant change.  Intelligence backed by data that answers the question, “What do we do next?”

  • Nationally representative sample, not just major markets:  All Americans, not just fans; The only trending poll including 12 to 17-year-olds
  • More than 500,000 respondents over 25 years of interviewing
  • More than 6,000 historical variables
  • Interviews conducted in English and Spanish
  • Interviews conducted 350 days a year to remove seasonal bias
  • Tri-brid data collection model: Landlines, cell phones, and online interviews

Sports Poll Variables

All sports (46 Properties tracked in 2018)

All experiences, all ways (viewing, attending, streaming, social media, video games)

Not just sports: How sports fit in context with American free time

  • Leisure activities
  • Ten categories of free time priorities

The first to track emerging home technology engagement since 1994

Media behaviors inside and outside of sports

All major demographics

Take a Look at the Sports Poll Research

Meet the SSRS Sports Group

The Sports Poll in the News

The New York Times: Pro Sports Leagues Are Chasing Gen Z Where It Plays

“For the major sports leagues, attracting young audiences is a matter of survival. Whether the leagues like it or not, American society has crossed a Rubicon that imperils the business of traditional sports. For the first time, children ages 12 to 17 place a higher priority on being alone or spending time online rather than hanging out with friends or family, let alone tossing a baseball or shooting hoops in the driveway, according to SSRS/Luker on Trends, which conducts regular surveys about sports and society.”

Read the Article

New York Times: For Tiger Woods, the Love Is as Big as Ever

“Television audiences still spike when Woods is on the leaderboard, and data from Luker on Trends, which conducts the ESPN Sports Poll, shows his popularity tracks almost exactly with his golfing success.”

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The Chicago Tribune: When it comes to initiating kids into Cubs fandom, it′s never too early, many fans say

“Children attending their first baseball game before the age of 5 are likely to attend 58 percent more baseball games per year for the rest of their lives than someone who does not go to their first game until they’re over 14, according to Luker’s analysis of ESPN polling.”

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