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NORWALK, Conn. and HORSHAM, Pa., May 13 /PRNewswire/ — Two leaders in their respective fields, Octagon and TNS Sport, are working together to incorporate their proprietary research methodologies to provide marketers more in-depth analysis and understanding of sports fans. For the first time, the ESPN Sports Poll, which TNS Sport has conducted the past 14 years, will also provide insights into fan passion and motivation based on Octagon’s Passion Drivers(R) research.
“We’ll now be able to provide marketers with quantifiable data explaining ‘why fans are fans’ based on responses to over 50 Passion Drivers questions to go along with ESPN Sports Poll data which tracks the ‘who, what, where and when’ of fans and how they connect with their favorite sports,” said Robert Fox, Senior Vice President of TNS Sport. “By integrating the Passion Drivers data with all of the behavioral data from the ESPN Sports Poll, we can provide sports sponsors, rights-holders and others with meaningful insights on distinct fan segments based on combinations of attitudes and behaviors,” he said.
The ESPN Sports Poll tracks fans across 30 different sports and more than 50 major events. Octagon, which is a member of The Interpublic Group , has conducted Passion Drivers research in the U.S. and seven other countries. In the U.S., studies have been conducted among fans of professional and college football and basketball, professional baseball, hockey and soccer, NASCAR, golf, tennis, action sports and the Olympics.
“Passion Drivers research quantifies the key emotional connections that fans have for different sports. This knowledge helps marketers think like a fan when developing sponsorship activation strategies and programs,” said Simon Wardle, Ph.D., Senior Vice President of Strategy & Insights for Octagon who created the study. “More marketers, especially those investing in sports content, are embracing the power of passion-based marketing. Sponsors can more effectively engage consumers with their brands when they understand why they care about their favorite sports,” he explained.
About TNS
TNS () is the world’s foremost provider of custom research and analysis in the areas of new product development, segmentation and positioning research, brand and advertising research and stakeholder management. TNS Sport is TNS’ international division dedicated to sport, events and sponsorship research.
About Octagon
Octagon () is the world’s leader in sports and entertainment marketing with global expertise in consulting, athletes & personalities, event management, property representation, marketing solutions, licensing and merchandising and talent procurement.
About ESPN Sports Poll
ESPN Sports Poll has been providing intelligence to the sports and entertainment industry for more than 14 years. The ESPN Sports Poll is considered the industry standard for measuring fan interest and event activities.
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