Not a Very Super Survey, or: What Did Arlington Ever Do to Competitive Edge Research?

By Robert Wilonsky Thu., Feb. 10 2011 at 1:00 PM

Categories: News

Competitive Edge Research

San Diego-based Competitive Edge Research's has been doing a Super Bowl Host City Image Study since Super Bowl XXXVII. Sometimes, says the study, a Super Bowl makes a city looks good -- like, really improves its image across the country (see: San Diego, Tampa). And sometimes, a Super Bowl don't mean much to the host city (s'up, Houston?). Take Super Bowl XLV, for instance ...

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.

That's from the release that follows. A more in-depth report is due to appear in the Sports Business Journal on February 22. SuperBowl45initialpost-gamerelease

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Ed D.

Most of the reporters actually on-site in Arlington couldn't seem to wrap their heads around the idea that they were not actually in Dallas. Or that Arlington is an actual city with a bigger population than either Green Bay or Pittsburgh.

284E

True, I saw several stories with Arlington datelines that did nothing but mention Dallas in their articles.

Thelisma Partridge

Early rumors(?) blamed the Arlington Fire Department for the ticket fiasco. Whether that was true or not it probably made an impression on people, including those who were polled for this survey.

MattL1

At least the game itself got pretty good reviews. In the end, that's what the Super Bowl is REALLY about, right?

scottindallas

F-you and your silly little moniker.

Andrea Grimes

Someone splain me how it is possible for people to have an increase in "no impression" AFTER the Super Bowl?

warden62

The percentages represent the percentage of people polled. So, to use your example, 73.7% of the people polled responded that they had no impression before the game, whereas 74.4% of the people surveyed responded that they had no impression of Arlington after the game. It's simple survey response rate, not a pre/post test.

strongbad

Thank you so much for the simple survey response rate, in the guise of a pre/post response rate. Feed me additional irrelevant information please! More, more, faster, faster.

warden62

Ok, I will. There is no such thing as a pre/post response rate.

Monday Night Rehabilitation

It confirms my longheld suspicion that people get measureably dumber after every mass market hyped major sporting event viewed.

The headline of the survey is not accurate. It should read, "Super Bowl 45 Confims Arlingon Sucks"

Enrique De La Fuente

Where's Mayor Cluck?

TimCov

At the chicken ranch?

John_McKee

It's almost like all those studies that say sports arenas have a terrible return on investment to cities are true. I wonder if Arlington will ever realize they got suckered by Jerry Jones.

FRED

I'd like to see the numbers for "North Texas" - I'll bet most people still don't know where that is..

Lesson here is if you want to market something to the rest of the world, use "Dallas" and stop trying to placate those in our provinces.

Ellum08

Amen, Fred.

If, IF, it is decided to award another Super Bowl to the area, it should be marketed as a Arlington/Dallas Super Bowl. Dallas has all the hotels/restaurants/shopping the NFL needs and Arlington has the stadium. Really, what did Ft. Worth bring to the table, other than to perpetuate the 'Texas' stereotype?