New England Sports Survey: A Fan Opinion Poll Conducted and Sponsored by Channel Media & Market Research, Inc. August 2012

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

In This Study: About the Boston Bruins…………………………………..……. Page 35 Boston Bruins: Changes in Past 5 Years…………………..…. Page 36 Boston Bruins: Ratings…..……………………………………… Page 37 Boston Bruins: Top Scores..……………………………………. Page 38 Boston Bruins: Top 5 Most Admired Players..………………… Page 39 Boston Bruins: Top 5 Suggestions for Improvement…………. Page 40 Boston Bruins: Overall Ratings…………………………………. Page 41 About the Boston Celtics………………………………..……. Page 42 Boston Celtics: Changes in Past 5 Years…………………..…. Page 43 Boston Celtics: Ratings…..……………………………………… Page 44 Boston Celtics: Top Scores..……………………………………. Page 45 Boston Celtics: Top 5 Most Admired Players..………………… Page 46 Boston Celtics: Top 5 Suggestions for Improvement…………. Page 47 Boston Celtics: Overall Ratings…………………………………. Page 48 About the New England Revolution.…………….…………. Page 49 New England Revolution: Changes in Past 5 Years…………. Page 50 New England Revolution: Ratings………….…………………… Page 51 New England Revolution: Top Scores…………………………. Page 52 New England Revolution: Top 5 Most Admired Players……… Page 53 New England Revolution: Top 5 Suggestions for Improvement.. Page 54 New England Revolution: Overall Rating…………………………. Page 55 Demographics……………………………………………………….. Page 56 Demographics: Male/Female………………………………………. Page 57 Demographics: 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 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.

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.

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

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%.

Past 2 Years Attendance: 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) N= 7,236

Follow Teams: Frequency How often do you follow each of the following New England sports teams? N= 7,236

Could Only Follow One: If you could only follow ONE of the following teams, which one would it be? (Please select only one) N= 7,236

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

Favorite Sports Team: Which of the following is your favorite sports team? (Please select only one) N= 7,236

Ownership Performance Over Past 5 Years: 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) N= 7,236

Ownership Most Admired: 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) N= 7,236

Leadership Performance: Which of the following teams’ leadership (president, GM, CEO, operations) do you believe is doing the BEST job right now? (Please select only one) N= 7,236

Coaches/Managers Most Admired: Which of the following coaches/managers do you ADMIRE the most for the way they coach/manage their team? (Please select only one) N= 7,236

Favorite Local TV Sports Personality: Who is your favorite local TV sports personality? (Unaided write-in)

Favorite Local TV Sports Show: What is your favorite local TV sports show? (Unaided write-in)

Favorite Local Radio Sports Personality: Who is your favorite local radio sports personality? (Unaided write-in)

Favorite Local Radio Sports Show: What is your favorite local radio sports show? (Unaided write-in)

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.

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

Boston Red Sox: Ratings How would you rate the Boston Red Sox on each of the following? N= 6,652

Boston Red Sox: Ratings How 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”)

Boston Red Sox: Top 5 Most Admired Players Which 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

Boston Red Sox: Top 5 Possible Improvements In your opinion what could the Red Sox do to improve their team? (Unaided write-in responses)

Boston Red Sox: Overall Rating Overall, how would you rate the Boston Red Sox… N= 6,652

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

New England Patriots: Ratings How would you rate the New England Patriots on each of the following? N= 6,657

New England Patriots: Ratings How 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”)

New England Patriots: Top 5 Most Admired Players Which 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

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)

New England Patriots: Overall Rating Overall, how would you rate the New England Patriots… N= 6,657

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

Boston Bruins: Ratings How would you rate the Boston Bruins on each of the following? N= 4,847

Boston Bruins: Ratings How 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”)

Boston Bruins: Top 5 Most Admired Players Which 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

Boston Bruins: Top 5 Possible Improvements In your opinion what could the Boston Bruins do to improve their team? (Unaided write-in responses)

Boston Bruins: Overall Rating Overall, how would you rate the Boston Bruins… N= 4,847

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

Boston Celtics: Ratings How would you rate the Boston Celtics on each of the following? N= 5,225

Boston Celtics: Ratings How 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”)

Boston Celtics: Top 5 Most Admired Players Which 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

Boston Celtics: Top 5 Possible Improvements In your opinion what could the Boston Celtics do to improve their team? (Unaided write-in responses)

Boston Celtics: Overall Rating Overall, how would you rate the Boston Celtics… N= 5,225

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

New England Revolution: Ratings How would you rate the New England Revolution on each of the following? N= 3,977

New England Revolution: Ratings How 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”)

New England Revolution: Top 5 Most Admired Players Which 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

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)

New England Revolution: Overall Rating Overall, how would you rate the New England Revolution… N= 3,977

Demographics

Male/Female: Are you…

Education: What level of education have you completed? (Please select only one) N= 7,236

Income: Which of the following categories includes your household income (before taxes)? (Please select only one) N= 7,236

Marital Status: Which of the following categories best describes your marital status? (Please select only one) N= 7,236

Children: Do you currently have children… N= 7,236

Employment Status: Which of the following categories includes your current employment status? (Please select only one) N= 7,236

Ethnicity: Which of the following best describes your ethnicity? (Please select only one) N= 7,236

State Location: In which of the following states do you live? (Please select only one) N= 7,236

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.