Super Bowl 45 Damaged Arlington’s Image

CERC’s 8 Super Bowl Study Determines Impact of Game
Competitive Edge Research
February 10, 2011

Initial results from Competitive Edge Research’s Super Bowl 45 study indicate that host city Arlington, Texas “lost yardage” with the American public.

Q. Do you currently have a positive or negative impression of Arlington, Texas or do you have no impression of Arlington, Texas at this time?

Only 22% of Americans really knew about Arlington before the game and that has not improved. More importantly, Arlington took a hit at the top end of the image scale: 10.2% of Americans initially held very positive opinions of the city and that sank to 5.6% after Super Bowl 45. The percentage of those holding negative impressions of Arlington went from 4.6% to 6.1%, as overall opinion became significantly less positive.

The game itself was viewed by about 160 million Americans – far more than early estimates suggested. As Super Bowls go, more than eight in ten viewers agreed the game, a 31 to 25 win by the Green Bay Packers over the Pittsburgh Steelers, was average or better.

Q. And, compared to other Super Bowls, how would you rate this game? Was it . . .

(Of those who watched the Super Bowl, n=360)

Competitive Edge will issue a full report on the Super Bowl’s impact on Dallas and the larger region of North Texas. Marketers had promoted Super Bowl 45 as being played in “North Texas.” Competitive Edge’s report will include an analysis of all the findings and is scheduled for release on February 22nd, 2011 in the Sports Business Journal.

Scientific studies designed and conducted by Competitive Edge to assess the Super Bowl’s impact since 2003 have shown mixed results.  Super Bowls 37 in San Diego (2003) and 43 in Tampa (2009) benefited those cities, as significantly more people became acquainted with those communities.  However, Houston, Jacksonville, and Detroit failed to enhance their images  after hosting in 2004, 2005 and 2006 respectively. Like Arlington, Miami saw its image take a  significant hit when Super Bowl 41 (2007) was played in a downpour.

About the Study

Founded in 1987, Competitive Edge Research & Communication (CERC) is a national public opinion research firm specializing in civic, political, public affairs and public opinion polling.  Its annual Super Bowl study is conducted as part of Competitive Edge’s on-going civic research.  Competitive Edge conducts two telephone polls using random digit dial sampling.  Each poll has a sample size of approximately 500 US English-speaking  adults who were interviewed on landlines and cell phones.  One survey is conducted prior to the game.  Results from the second survey following the Super Bowl are compared to the first in order to isolate the game’s effect and measure how it influences the nation’s impressions of the host region.

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