Fans of National Football League (NFL) teams are being short-changed in comparison with other major US sports according to a new survey.
The J.D. Power 2017 Fan Experience Study found that Major League Soccer (MLS) and National Hockey League (NHL) teams performed highest in 10 of the 11 categories, including ticketing, while an NFL American football franchise scored lowest in every market.
The study by the consumer insight specialist measured fan satisfaction with their overall experience at major pro sporting events. In last year’s inaugural study, only teams in the nation’s four largest markets—New York, Los Angeles, Chicago and Houston—were evaluated. This year, Boston, Dallas/Fort Worth, Denver, South Florida, Philadelphia, Bay Area and Washington, D.C. were added, while Los Angeles was expanded to include all of Southern California.
Fan satisfaction was evaluated across seven factors (in order of importance): seating area and game experience; security and ushers; leaving the game; arriving at the game; food and beverage; ticket purchase; and souvenirs and merchandise. Satisfaction was measured on a 1,000-point scale. Additional factors that are measured but not included in the official ranking are loyalty and future intentions; team performance (on-field); and team image.
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NFL teams the Chicago Bears, Dallas Cowboys, Denver Broncos, Houston Texans, Los Angeles Rams, Miami Dolphins, New England Patriots, New York Jets, Oakland Raiders, Philadelphia Eagles and Washington Redskins scored lowest in fan satisfaction in each market.
“We know franchises and clubs with winning records generally do not have problems filling seats, but this study is about finding out which teams are giving their fans the best experience for their dollar,” said Greg Truex, senior director, Sports Research at J.D. Power.
“Whether a team is a perennial champion, a contender or is accumulating draft picks to build for the future, they all need to find ways to get people through the turnstiles. The teams at the top of their markets understand what it takes to keep fans coming back for more, as well as recommending the experience to friends and family, regardless of the standings.
“Top performers in this study show that they really understand what it’s like to give a world-class experience to their fans.
“These results have to make NFL teams sit up and take notice—particularly when coupled with their sagging TV ratings. The league needs to learn what is influencing their low scores and how they can be improved so that pro football is able to retain its overwhelming popularity.”
IMAGE: KeithJJ
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