A deeper dive on Arlington’s image hit during the Super Bowl

Scott Nishimura
Feb. 22 2011

Competitive Edge Research & Communication, the San Diego firm that does annual surveys on the PR communities get from hosting the Super Bowl, is out this afternoon with its full survey. A preliminary report Feb. 10 showed 10.7 percent of viewers polled before the Feb. 6 Super Bowl in Arlington had a very positive impression of Arlington, but only 6.7 percent had such an impression in a postgame sampling.

On to the full report. Arlington picked up significant name ID from the game, with 13 percent of viewers identifying it as the host in the pregame survey, and 23 percent postgame. Twenty-seven percent IDd Dallas as the host in both samplings.

But of the folks who knew beforehand that Arlington was the host, 37 percent had a “very positive” impression. In the postgame sampling, that number shrank to 7 percent.

Competitive Edge notes the Super Bowl announcer, Joe Buck, mentioned Arlington nine times during the broadcast. But Buck’s mentions were “neutral” and “bumper shots” — live video before and after commercial breaks — “were usually of crowds huddled around leafless trees outside Cowboys Stadium on what looked like a chilly evening.”

Young adults, people from the South, and Texans gave Arlington worst ratings in the postgame survey than other segments of the samplings, Competitive Edge said.

Dallas, on the other hand, didn’t take much of a hit in its image, according to the survey results. Among viewers, 14.8 percent had a very positive impression of Big D in the pregame survey. That number declined to 10.7 percent postgame. More than half of viewers had no impressinon of Dallas before, or after, the game.

“When we isolate the folks who thought Dallas hosted the game, we find that…they did not downgrade the city at all,” Competitive Edge said. “Therefore, the image downgrade for Arlington was a function of paying close attention to the Super Bowl and the situation surrounding it.”

The survey also found that North Texas’ pitch as regional host to the Super Bowl didn’t “resonate” with viewers. “A trivial number thought of North Texas as the host of Super Bowl XLV,” Competiive Edge said.

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