Turnkey’s survey found that 72% of sports fans will remember Armstrong as “a cheater within professional sports”, compared to 28% who chose the alternative of “a hero to cancer patients”. 67% of respondents have a less favorable view of Armstrong today, compared to a year ago.
Armstrong’s fall from grace is staggering: 69% of respondents cited Armstrong as having suffered the furthest fall from grace of any recent tarnished athlete:
Most Significant Fall From Grace
Certain segments of the population are more likely to remain supportive of Armstrong. People who acknowledged wearing a LIVESTRONG bracelet in the past maintain a more positive view than people who have not worn one, 33%-12%. Similarly, 28% of respondents age 18-34 see maintain a positive view of Armstrong, compared to only 12% of respondents 35 and up. And ethnic minorities maintain a less negative view of Armstrong than Caucasian respondents;
Respondents to the survey felt that the LIVESTRONG brand, the sport of cycling itself, and the Tour de France have all been “at least somewhat damaged”. However, Armstrong’s sponsors should not expect to suffer any significant ramifications. The percentage of respondents saying each of the following brands have been “at least somewhat damaged” are 31% for Trek, 28% for Nike, 20% for the United States Postal Service, and 18% for Discovery Channel.
36% of survey respondents watched the first night of Oprah Winfrey’s interview with Armstrong on Thursday January 17th. Reaction to the interview was diverse; 43% of respondents found Armstrong “emotionless”
“The Oprah interview didn’t work – he didn’t make the sale,” Seiferheld commented.
The study was conducted on Friday January 18th, 2013. A total of n=593 respondents completed the survey online; respondents were sourced from CINT.com. The sample is representative of the U.S. population, with a focus on fans identifying themselves as at least mildly interested in professional sports.
About Turnkey Intelligence:
Turnkey Intelligence is a wholly owned subsidiary of Turnkey Sports & Entertainment, the holding company that also owns and operates Turnkey Search, the industry's leading executive search firm. Turnkey Intelligence is the sports and entertainment industry’s leader in custom consumer research (SURVEYOR), sales automation (PROSPECTOR)