PUBLIC RELATIONSHIPS INDEX STUDY 2016
The Argyle Public Relationships Index™, conducted in partnership with Leger Research Intelligence, measures six research-tested metrics of the quality of relationships between brands and their publics: trust, satisfaction, commitment, caring for customers, concern for people, and the public’s ability to influence of the brand. The index averages public ratings of how the brand they know best in each sector performs on the six dimensions.
In this year’s study, banks, credit card companies and airlines did surprisingly well, compared with the more average scores for insurance, telephone, cable and internet providers. The greatest surprise is that despite Canadians’ passion for sports, we don’t feel the nation’s professional franchises are returning this love by building strong relationships with their fans.
The percentages below represent an aggregate of responses to the six research-tested questions.
52%
52%
National Basketball Association
50%
50%
Major League Soccer
47%
47%
Canadian Football League
46%
46%
Major League Baseball
42%
42%
National Hockey League
The index is based on a survey of more than 1,500 Canadians completed online in two waves — the first in May 2016, and the second in January 2017. A probability sample of the same size would yield a margin of error of +/-2.5%, 19 times out of 20. Leger’s online panel has approximately 475,000 members nationally – with between 10,000 and 20,000 new members added each month, and has a retention rate of 90%
Thinking of your favourite Canadian sports team, to what extent do you agree or disagree with each of the following statements:
53%
Industry average
18%
Industry average
47%
Industry average
50%
Industry average
37%
Industry average
50%
Industry average
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