Sports teams

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%

Toronto Raptors

46%

46%

Toronto Blue Jays

44%

44%

Montreal Canadiens

42%

42%

Toronto Maple Leafs

35%

35%

Vancouver Canucks

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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