New Survey: NFL Among the ‘Most Divisive’ Brands
The NFL, according to a new report, is among the “most divisive brands” in the United States—weeks after President Donald Trump spotlighted the debate on what teams should do when players take a knee during the national anthem.
Before Trump’s comments at an Alabama rally that players who protest should be fired, 60 percent of Democrats and Republicans viewed the NFL favorably, The New York Times (via a Morning Consult survey) reported. About 20 percent at the time viewed it unfavorably.
Weeks later, the survey painted a very different picture, the Times reported.
“Trump voters are now much more likely to say that they view the NFL negatively, reflecting a sharp change around Sept. 23,” the paper reported.
Since President Trump's remarks, the NFL has become one of the most divisive brands in the U.S. https://t.co/75ER4p9oFS
— The New York Times (@nytimes) October 12, 2017
According to the survey, the net favorability of the NFL among Hillary Clinton voters is currently +38 percent, but -24 percent among supporters of President Trump. The league is now seventh on the list of most divisive brands, along with Trump Hotels, CNN, NBC News, The New York Times, MSNBC, and Fox News.
Last week, there was a poll that found that the NFL is the “least liked sport” in the country. Its favorability ratings dropped from 57 percent to 44 percent among fans—from August to September. The league’s unfavorable rating, according to the Winston Group survey published by the Washington Examiner, increased to 40 percent.
The NFL’s core fanbase, men between the ages of 34 to 54, weren’t happy with the anthem protests.
According to the analysis, “More critically for the NFL, the fall off in favorables occurred among important audiences. Among males, NFL favorables fell 23 percent, going from 68 percent to 45 percent. In looking at a more specific audience, males 34-54, NFL favorables fell 31 percent, going from 73 percent to 42 percent. Among this group the NFL has a surprising negative image, as it went from +54 percent in August to -5 percent in September.”