New England Sports Survey: A Fan Opinion PollConducted and Sponsored by

Channel Media & Market Research, Inc.August 2012

In This Study:

Channel Media & Market Research, a leading data collection organization, conducted a research study among residents of New England about their opinions about the professional sports teams in the region. The focus of this study was to determine their opinions about all things sports.

We wanted to know what teams and players their admire, how they rate each organization, what they believe could be improved, which players they believe contribute the most to their team, and what sports radio and TV personalities they like. And guess what? They told us. Here we have collected the opinions and comments of over 7,200 fans in the New England area.

This is one of the most extensive sports surveys ever done in the New England region.

2

Introduction………………………………………………………… Page 4Methodology……………………………………………………….. Page 5A Note About Surveys…………………………………………….. Page 6Game Attendance…………………………………………………. Page 7Frequency of Following These Professional Teams….……...... Page 8If You Could Only Follow One Team…………………………….. Page 9Percentage of Season Ticket Holders………………………...... Page 10Favorite Team………………………………………………………. Page 11Ownership Performance Over Past 5 Years…………………… Page 12Ownership Admired Most………………………………………… Page 13Leadership Performance…………………………………………. Page 14Coaches/Managers Admired Most.……………………………… Page 15Favorite Local TV Sports Personality…………………………… Page 16Favorite Local TV Sports Show………………………………….. Page 17Favorite Local Sports Radio Personality….……………………. Page 18Favorite Local Sports Radio Show………………………………. Page 19Detailed Information About Team Data………..……………….. Page 20About the Boston Red Sox……………………………………. Page 21Boston Red Sox: Changes in Past 5 Years……………………. Page 22Boston Red Sox: Ratings………………………………………… Page 23Boston Red Sox: Top Scores……………………………………. Page 24Boston Red Sox: Top 5 Most Admired Players………………… Page 25Boston Red Sox: Top 5 Suggestions for Improvement.………. Page 26Boston Red Sox: Overall Ratings………………………………. Page 27About the New England Patriots……………………………. Page 28New England Patriots: Changes in Past 5 Years……………. Page 29New England Patriots: Ratings…………….…………………… Page 30New England Patriots: Top Scores……………………………. Page 31New England Patriots: Top 5 Most Admired Players………… Page 32New England Patriots: Top 5 Suggestions for Improvement... Page 33New England Patriots: Overall Rating…………………………. Page 34

In This Study:

Channel Media & Market Research, a leading data collection organization, conducted a research study among residents of New England about their opinions about the professional sports teams in the region. The focus of this study was to determine their opinions about all things sports.

We wanted to know what teams and players their admire, how they rate each organization, what they believe could be improved, which players they believe contribute the most to their team, and what sports radio and TV personalities they like. And guess what? They told us. Here we have collected the opinions and comments of over 7,200 fans in the New England area.

This is one of the most extensive sports surveys ever done in the New England region.

3

About the Boston Bruins…………………………………..……. Page 35Boston Bruins: Changes in Past 5 Years…………………..…. Page 36Boston Bruins: Ratings…..……………………………………… Page 37Boston Bruins: Top Scores..……………………………………. Page 38Boston Bruins: Top 5 Most Admired Players..………………… Page 39Boston Bruins: Top 5 Suggestions for Improvement…………. Page 40Boston Bruins: Overall Ratings…………………………………. Page 41About the Boston Celtics………………………………..……. Page 42Boston Celtics: Changes in Past 5 Years…………………..…. Page 43Boston Celtics: Ratings…..……………………………………… Page 44Boston Celtics: Top Scores..……………………………………. Page 45Boston Celtics: Top 5 Most Admired Players..………………… Page 46Boston Celtics: Top 5 Suggestions for Improvement…………. Page 47Boston Celtics: Overall Ratings…………………………………. Page 48About the New England Revolution.…………….…………. Page 49New England Revolution: Changes in Past 5 Years…………. Page 50New England Revolution: Ratings………….…………………… Page 51New England Revolution: Top Scores…………………………. Page 52New England Revolution: Top 5 Most Admired Players……… Page 53New England Revolution: Top 5 Suggestions for Improvement.. Page 54New England Revolution: Overall Rating…………………………. Page 55Demographics……………………………………………………….. Page 56Demographics: Male/Female………………………………………. Page 57Demographics: Education….………………………………………. Page 58 Demographics: Income…….………………………………………. Page 59 Demographics: Marital Status……..………………………………. Page 60 Demographics: Children…..……..…………………………………. Page 61 Demographics: Employment….……………………………………. Page 62 Demographics: Ethnicity…...………………………………………. Page 63 Demographics: Location…..………………………………………. Page 64 For More Information About This Study……………………………. Page 65

Introduction

Channel Media & Market Research, a leading data collection and market research organization, conducted an independent study among residents of New England about their opinions about the professional sports teams in the region. The focus of this study was to determine respondents’ opinions about all things related to the Boston Red Sox, New England Patriots, Boston Bruins, Boston Celtics, and New England Revolution.

Channel Media & Market Research wanted to examine what teams and players fans admire, how they rate each organization, what they believe could be improved, and which sports radio and TV personalities and shows are their favorites. More than 7,200 people participated in this research and this is one of the most extensive sports surveys ever done in the New England region. This report contains the results of the questions each survey participant answered and provides a unique look into what the fans of New England really think about the teams they cheer for.

4

Methodology

How the Study Was Conducted:

This study was executed between July 22 and August 12 2012. The survey was conducted online using independent list sources (none of which was associated with any team, television or radio station) and respondents were invited to participate in the survey via an email invitation.

In total, the average survey lasted 14 minutes. A drawing for a number of $250.00 Visa gift cards were used to encourage response. The results for the 7,236 qualified surveys are contained in this report.

All Respondents in This Study:

Were from one of the following states: CT, MA, ME, NH, RI, or VT

Followed at least one professional sports team at least some of the time

Were males/females over the age of 18 years (one per household only)

Completed the entire survey

5

A Note About Surveys:

A Note About Surveys:

Market research is utilized to collect data at a specific moment in time. It is a realistic look at the opinions, comments and attitudes of a given population at the time the survey is taken. When using market research it is important to note that it is not an exact science and often is subject to respondents’ emotions at the time of the survey or polling. Market research is an excellent tool for understanding how specific groups of a population think and act and how changes/modifications made based on their responses can affect their future behavior.

The base sizes of this survey make this research significant and this survey has a margin of error of +/- 3% and confidence level of 96%.

6

Past 2 Years Attendance:

N= 7,236

In the past 2 years, which of the following teams’ games have you attended in person? (Actually went to the stadium/ballpark) (Please select all that apply)

7

Follow Teams: FrequencyHow often do you follow each of the following New England sports teams?

N= 7,236 8

Could Only Follow One:

N= 7,236

If you could only follow ONE of the following teams, which one would it be? (Please select only one)

9

Season Tickets:

Are you a season ticket holder to any of the following? (Please check all that apply)

N= 7,236, Note: Total adds-up to over 100% due to some respondents being multiple season ticket holders 10

Favorite Sports Team:

Which of the following is your favorite sports team? (Please select only one)

N= 7,236 11

Ownership Performance Over Past 5 Years:

N= 7,236

Which of the following teams’ ownership do you believe has done the best job with their team over the past 5 years? (Please select only one)

12

Ownership Most Admired:

N= 7,236

Which of the following teams’ ownership do you ADMIRE the most for what they have done for their team and their fans over the past 5 years? (Please select only one)

13

Leadership Performance:

N= 7,236

Which of the following teams’ leadership (president, GM, CEO, operations) do you believe is doing the BEST job right now? (Please select only one)

14

Coaches/Managers Most Admired:

N= 7,236

Which of the following coaches/managers do you ADMIRE the most for the way they coach/manage their team? (Please select only one)

15

Favorite Local TV Sports Personality:

Who is your favorite local TV sports personality? (Unaided write-in)

16

Favorite Local TV Sports Show:

What is your favorite local TV sports show? (Unaided write-in)

17

Favorite Local Radio Sports Personality:

Who is your favorite local radio sports personality? (Unaided write-in)

18

Favorite Local Radio Sports Show:

What is your favorite local radio sports show? (Unaided write-in)

19

Detailed Team Information

Detailed Team Information:

Detailed team information was only collected from respondents who stated they followed each team at least some of the time. Answers are stated for those responses where participants indicated a “full response” and “don’t know/not sure” was eliminated from the data shown here and the base sizes were recalculated.

Unaided responses in these sections are shown in chart format and indicate the total percentage calculated based on write-in responses from the survey participants. Individuals’ statements in this study will not be indentified by name and respondents were guaranteed anonymity for their participation in this study.

Note: The information shown here is the only public information that will be made available about the teams and what respondents thought about them. Any additional information will only be provided to each individual team and will be kept proprietary.

20

About the Boston Red Sox

Boston Red Sox: Changes in Past 5 Years

In the past 5 years, do you believe the Boston Red Sox…

N= 6,652 22

Boston Red Sox: RatingsHow would you rate the Boston Red Sox on each of the following?

N= 6,652 23

Boston Red Sox: RatingsHow would you rate the Boston Red Sox on each of the following? (N= All respondents who follow the Boston Red Sox and rated each a 6 or 7 “excellent”)

24

Boston Red Sox: Top 5 Most Admired PlayersWhich player on the Boston Red Sox do you most admire for what they contribute to their team? (Please select only one)

N= 6,652, Note: The entire team list was available for selection for this question 25

Boston Red Sox: Top 5 Possible Improvements

In your opinion what could the Red Sox do to improve their team? (Unaided write-in responses)

26

Boston Red Sox: Overall RatingOverall, how would you rate the Boston Red Sox…

N= 6,652 27

About the New England Patriots

New England Patriots: Changes in Past 5 Years

In the past 5 years, do you believe the New England Patriots…

N= 6,657 29

New England Patriots: RatingsHow would you rate the New England Patriots on each of the following?

N= 6,657 30

New England Patriots: RatingsHow would you rate the New England Patriots on each of the following? (N= All respondents who follow the New England Patriots and rated each a 6 or 7 “excellent”)

31

New England Patriots: Top 5 Most Admired PlayersWhich player on the New England Patriots do you most admire for what they contribute to their team? (Please select only one)

N= 6,657, Note: The entire team list was available for selection for this question 32

New England Patriots: Top 5 Possible Improvements

In your opinion what could the New England Patriots do to improve their team? (Unaided write-in responses)

33

New England Patriots: Overall RatingOverall, how would you rate the New England Patriots…

N= 6,657 34

About the Boston Bruins

Boston Bruins: Changes in Past 5 Years

In the past 5 years, do you believe the Boston Bruins…

N= 4,847 36

Boston Bruins: RatingsHow would you rate the Boston Bruins on each of the following?

N= 4,847 37

Boston Bruins: RatingsHow would you rate the Boston Bruins on each of the following? (N= All respondents who follow the Boston Bruins and rated each a 6 or 7 “excellent”)

38

Boston Bruins: Top 5 Most Admired PlayersWhich player on the Boston Bruins do you most admire for what they contribute to their team? (Please select only one)

N= 4,847, Note: The entire team list was available for selection for this question 39

Boston Bruins: Top 5 Possible Improvements

In your opinion what could the Boston Bruins do to improve their team? (Unaided write-in responses)

40

Boston Bruins: Overall RatingOverall, how would you rate the Boston Bruins…

N= 4,847 41

About the Boston Celtics

Boston Celtics: Changes in Past 5 Years

In the past 5 years, do you believe the Boston Celtics…

N= 5,225 43

Boston Celtics: RatingsHow would you rate the Boston Celtics on each of the following?

N= 5,225 44

Boston Celtics: RatingsHow would you rate the Boston Celtics on each of the following? (N= All respondents who follow the Boston Celtics and rated each a 6 or 7 “excellent”)

45

Boston Celtics: Top 5 Most Admired PlayersWhich player on the Boston Celtics do you most admire for what they contribute to their team? (Please select only one)

N= 5,225, Note: The entire team list was available for selection for this question 46

Boston Celtics: Top 5 Possible Improvements

In your opinion what could the Boston Celtics do to improve their team? (Unaided write-in responses)

47

Boston Celtics: Overall RatingOverall, how would you rate the Boston Celtics…

N= 5,225 48

About the New England Revolution

New England Revolution: Changes in Past 5 Years

In the past 5 years, do you believe the New England Revolution…

N= 3,977 50

New England Revolution: RatingsHow would you rate the New England Revolution on each of the following?

N= 3,977 51

New England Revolution: RatingsHow would you rate the New England Revolution on each of the following? (N= All respondents who follow the New England Revolution and rated each a 6 or 7 “excellent”)

52

New England Revolution: Top 5 Most Admired PlayersWhich player on the New England Revolution do you most admire for what they contribute to their team? (Please select only one)

N= 3,977, Note: The entire team list was available for selection for this question 53

New England Revolution: Top 5 Possible Improvements

In your opinion what could the New England Revolution do to improve their team? (Unaided write-in responses)

54

New England Revolution: Overall RatingOverall, how would you rate the New England Revolution…

N= 3,977 55

Demographics

Male/Female:

Are you…

57

Education:

What level of education have you completed? (Please select only one)

N= 7,236 58

Income:

Which of the following categories includes your household income (before taxes)? (Please select only one)

N= 7,236 59

Marital Status:

Which of the following categories best describes your marital status? (Please select only one)

N= 7,236 60

Children:

Do you currently have children…

N= 7,236 61

Employment Status:

Which of the following categories includes your current employment status? (Please select only one)

N= 7,236 62

Ethnicity:

Which of the following best describes your ethnicity? (Please select only one)

N= 7,236 63

State Location:

In which of the following states do you live? (Please select only one)

N= 7,236 64

More Information/Future Studies:

For More Information: To find out more about this study, cross-tabulations/break-outs, individual team data not shown here, and future waves of this market research please contact Jennifer Patterson at jpatterson@channelmarketresearch.com or Susan Mulcahy at smulcahy@channelmarketresearch.com (or by phone at 508-624-6013).

About Channel Media & Market Research: Founded in 2004, Channel Media & Market Research, Inc. is a full-service market research, data collection, database creation, and market research firm. The company specializes in market research and data collection for a wide variety of markets worldwide. Our market research services utilize the latest research techniques in both qualitative and quantitative surveys. Channel Media & Market Research conducts more than 100 studies per year and offers primary research, secondary research, and database creation solutions to meet the individual needs of our clients.

65