Majority of Americans Believe the NFL Has to Repair its Image Immediately

PRINCETON, N.J., Sept. 16, 2014 /PRNewswire/ -- Business intelligence leader, ORC International, conducted a CARAVAN® Omnibus Survey regarding the current issues surrounding the National Football League.  Recent scandals from domestic violence to child abuse have rocked the NFL prompting the multi-billion dollar brand to rethink codes of conduct and sanctions against players. 

The survey, based on a sample of 1,010 American adults conducted on the telephone between September 11-14, 2014, uncovered insight from individuals deeming themselves as passionate fans (18%), casual fans (25%), occasional watchers (25%), and non-fans (32%).

The survey showed that over 3 in 5 (62%) of all Americans agree that the NFL has an image problem that needs to be addressed immediately. It also determined that over one-third (37%) say their view of the NFL has deteriorated based on recent events; with 54% saying it is difficult to trust those in NFL leadership positions.

74% of Americans are calling for more severe player punishments when unlawful acts are committed. Notably, 8 in 10 women feel very strongly about this topic.

Yet even with all the cautionary 'red flags' being raised by Americans on the battle of morals versus entertainment when it comes to the NFL, ironically 88% of 'passionate' NFL fans will continue to be a fan no matter how many negative news stories surface, with 71% stating their interest in the game is no different based on recent events. 

However, the true impact to the NFL brand is yet to be seen. "An organization's brand is a key asset and when damaged can be difficult and expensive to repair," stated Scott Laing, Senior Vice President- Marketing Research from ORC International. "While a vast majority of passionate fans continue to support the game, corporate sponsors may see it differently. If not handled appropriately in the eyes of the public and sponsors, the NFL stands to lose millions in endorsements and sponsorship as reputable name brands do not want to be affiliated with tarnished brands. Swift changes are required in order to minimize the damage to not only to the NFL brand name, but to its bottom line." 

About CARAVAN®
ORC International's CARAVAN Omnibus Surveys offer a variety of cost and time efficient primary research solutions, always coupled with dedicated support from our experienced research team.  CARAVAN surveys include: Telephone CARAVAN (landline and cell phone of U.S. adults 18+), Online CARAVAN (U.S. and International adults 18+), specialized U.S. audience targeting through Online CARAVAN with Teens, Parents, Geographical and Generational Targeting, Investors, and Price Check.

This study was conducted September 11-14, 2014 using two probability samples:  randomly selected landline telephone numbers and randomly selected mobile (cell) telephone numbers.  The combined sample consists of 1,010 adults (18 years old and older) living in the continental United States.  Of the 1,010 interviews, 610 were from the landline sample and 400 from the cell phone sample.  The margin of error at a 95% confidence level is +/-3%.  

About ORC International
ORC International is a leader in the art of business intelligence. We help companies explore, navigate and integrate insights to uncover what truly engages people around the world. With a focus on improving business performance and growth, we combine quality data, smart synthesis and a best in class digital platform to deliver transformative business insights across customers, employees, markets, and products. To learn more about ORC International, visit http://www.ORCInternational.com 

Contact
Christina Hungspruke
Senior Director, Corporate Marketing
609-452-5419
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SOURCE ORC International