Brand Share Index (BSI) Tutorial SBRnet PO Box 2378 Princeton, NJ 08543 (609) 896-1996

What is Brand Share Index (BSI)? An annual statistical report based on a nationwide consumer study which identifies a brand’s preference within a wide range of sports market and media segments. These segments fall into three general categories Demographics Attend/Viewing Habits Favorite Teams

What is the “Index” The Index is calculated by dividing a brand’s share of the number of fans in the segment by the brand’s share of all fans in the sport category. To illustrate, suppose a brand’s share-of-market among all fans within a particular sport category (NFL, NBA, etc.) is 12.0%, but their share- of-market among fans who frequently attend games is 16.0%. To calculate the Brand Share Index, we divide the brand’s share-of- market among fans who frequently attend games (16.0) by the brand’s share-of-market among all fans (12.0). The result is 133, which represents the Brand Share Index.

What is the Value of BSI BSI data enable sponsors and sports teams/organizations to match their respective profiles, in terms of demographics, media habits and other measures such as favorite sports team. BSI has several valuable, unique features: Separate reports for 13 different sport category (NFL, NBA, MLB, NHL, MLS, College Football, College Basketball, Mixed Martial Arts, NASCAR, Golf, Tennis, Running, Soccer-non-USA); Covers 17 consumer product categories with over 100 leading consumer brands; Reports are updated annually.

Sample Tables The following three pages contain a partial example of each of three major segment groups: Demographics, Attend/View and Favorite Team There are three rows of numbers for each brand. The top number, opposite the brand name, is the number of fans who prefer that brand; The middle number is the brand share for the column; The bottom number, in red, is the Brand Share Index for the segment named in the heading.

Brands Featured in BSI SOFT DRINKS Coca-Cola Coca-Cola Zero Diet Coke Diet Pepsi Dr. Pepper Mountain Dew Pepsi Sprite SPORTS DRINKS G2 Gatorade Powerade, Powerade Zero Vitamin Water, Vitamin Water Zero ENERGY DRINKS Energy shots such as 5-hour Energy KickStart Monster Energy Red Bull Rockstar Starbucks CREDIT CARDS American Express Discover Mastercard Visa RENTAL CAR AGENCIES Alamo Avis Budget Dollar Enterprise Hertz National BROKERAGE SERVICES Charles Schwab E*trade Edward Jones Fidelity Merrill Lynch Morgan Stanley Raymond James Scottrade TD Ameritrade USAA Brokerage Wells Fargo (Wells Trade) DOMESTIC AIRLINES American Delta Jet Blue Southwest Spirit United US Airways CELL PHONE Apple HTC LG Motorola Nokia Samsung CELL PHONE COMM. SERVICES AT&T MetroPCS Sprint Straight Talk T-Mobile TracFone Verizon Wireless Virgin Mobile FOOTWEAR (BASKETBALL, CROSS/TRAINING, RUNNING) Adidas Asics/Tiger Brooks Converse Jordan New Balance Nike Puma Reebok Saucony Skechers AUTOMOBILE/TRUCK Buick Chevrolet Dodge Ford GMC Honda Hyundai Jeep Kia Nissan Toyota AUTOMOBILE/TRUCK INS AAA Allstate Farmers GEICO Hartford Liberty Nationwide Progressive State Farm Travelers USAA TABLET COMPUTER Amazon Apple Asus Dell Microsoft Samsung

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