For Immediate Release
Contact: Natalie Baldassarre
716.909.8838
natalie@bigdogstrategies.com
NEW SURVEY: Western New York Voters Less Likely to Purchase Nike Products After Kaepernick Ad
Voters Twice as Likely to Not Purchase Nike Products After Colin Kaepernick Ad
Parents Significantly Less Likely to let Kids Play Football Given Recent NFL Controversies
Buffalo Bills Fans Overwhelmingly Approve of Decision to Start Nathan Peterman at QB, but Half Think Bills Will Have Losing Season
(Buffalo, NY) - Nike's decision to name former NFL quarterback Colin Kaepernick the face of their 30-year anniversary "Just Do It" campaign may have generated significant social media buzz, but it will result in less and lower Nike sales according to a survey of Western New York voters.
"By a 47%-19% margin, Western New York voters are less likely to purchase Nike products now that ex-QB Colin Kaepernick is the face of their new ad campaign," said Christopher Grant, CEO of Big Dog
Strategies, who conducted the poll.
"If the results of this poll replicate the general feeling of voters across this country, Nike stockholders may be in for a rude awakening," Grant said.
The survey was conducted September 4-5, 2018, the day after Nike released their Kaepernick advertisement. The sample size for the survey included 883 likely voters in the Buffalo DMA (extended) with a history of voting in at least two of the past four General Elections. The margin of error for the survey is 3.30%.
When asked how likely they would be to let their children play football given recent NFL controversies, respondents replied by a 47%-7% margin that they would be less
likely to let their children play football. 46% of respondents said NFL controversies have made no difference.
"The NFL clearly has a generational problem. By an overwhelming margin, parents are less likely to encourage their kids to play football because of recent NFL controversies," Grant added.
On a lighter note, the survey also tested fans' reaction to the Buffalo Bills' decision to name Nathan Peterman as their starting quarterback for the 2018-2019 season. Western New York respondents overwhelmingly agreed with the team's decision by a 52%-16% margin. Although Bills fans remain positive about the QB situation, 51% of respondents believe the team will ultimately finish the season with 6 wins or less.
That remains unchanged from last year's survey, where 53% of respondents supported the decision to start Peterman over former QB Tyrod Taylor, despite throwing five interceptions in his first NFL start.
The full survey, complete with cross tabs and methodology, can be viewed here.