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Interstate Clubs Still Top the Ladder of Support,
Brisbane Lions Most Popular AFL Club in 2004
The Brisbane Lions have overtaken the Sydney Swans to become the AFL’s most popular team, with an estimated 1,492,000 supporters in 2004 (up 161,000 since 2003), according to the Roy Morgan Sports Monitor. The Sydney Swans’ support base has decreased by a marginal 6,000 fans, making them the second most popular team, finishing 2004 with an estimated 1,335,000 supporters. The Swans were well ahead of the most popular Victorian AFL team, the Essendon Bombers, in third place with 809,000 supporters. Making it to the Semi-Finals in 2004, Essendon have reversed the trend in relation to their shrinking supporter base with an increase of 13,000 fans from 2003.
For a fourth year running, Collingwood was placed behind Essendon as the second most popular Victorian AFL team, with 776,000 supporters in 2004 (up 27,000 since 2003). They have, however, experienced the highest rise in support since 2001 of all the Victorian teams, with an increase of 12.8% over the four year period. Marginally behind Collingwood are two more interstate teams. Placed fifth, the West Coast Eagles had an estimated supporter base of 710,000 for 2004, down 36,000 from the same time in 2003. They are followed by the Adelaide Crows with 649,000. The Crows have also experienced a fall in support since 2003 (down 50,000). Carlton finished as the third most popular Victorian team with 531,000 supporters, down 65,000 since 2003, continuing their slow decline in supporter numbers since December 2001, down 11.9%. A sizeable gap exists between the top seven most popular teams and the rest of the competition. 2004 Premiers, Port Adelaide has increased their support levels by 10,000 supporters since 2003. Now with 325,000 supporters, Port’s fan base has been growing steadily over the past four years, increasing a total of 18.6% from 274,000 supporters in 2001. Preliminary Finalists in 2004, St Kilda experienced the largest increase in support in 2004, with 334,000 supporters for 2004 (up 52,000 from 282,000 in 2003). This is a reversal of St Kilda’s steady decline in support from 321,000 in 2001 to 282,000 in 2003. The Kangaroos have experienced a decline in support since 2001. Their support base is now at 214,000, down 35,000 from 249,000 in 2003, and down a substantial 20.1% from 268,000 in 2001. The Melbourne Demons — placed last on the popularity ladder in 2003 with 205,000 supporters — are now 14 th in the popularity stakes, with 226,000 supporters in 2004 (up 21,000). Taking over from the Melbourne Demons in 2004, the Western Bulldogs (201,000) are now the club with the least support amongst the AFL teams in 2004, with a notable decrease of 53,000 supporters from 254,000 in December 2003. Overall, the number of AFL followers has grown by 10.2% from 2001 to 2004, driven largely by a 694,000 increase in supporters for the Brisbane Lions. Now, an estimated 8,595,000 Australians over the age of 14 supports an AFL team (up 27,000 from 8,568,000 in 2003). These are the latest findings from Roy Morgan Research Single Source, which interviewed 24,516 people aged 14 years and over from January to December 2004. For further information: Gary Morgan: Office: (03) 9224 5213 Mobile : 0411 129 094 Home: (03) 9419 3242 When compared to all AFL supporters: Adelaide Crows supporters are:
• 19% more likely to be aged 50 or over • 48% more likely to have an education level of 5 th form/leaving/year 11 • 25% more likely to be an older household • 18% more likely to have difficulty coping with a demanding job or career • 16% more likely to believe imported beer is a waste of money (drinkers 18+) • 42% more likely to have eaten Hungry Jacks in the last four weeks • 30% more likely to have purchased clothing at Big W in the last four weeks Brisbane Lions supporters are: • Made up of 83% Queenslanders • 20% more likely to be a non grocery buyer • 10% more likely to worry about getting skin cancer • 20% more likely to take advantage of the special offers on the back of their supermarket shopping docket • 16% more likely to buy the same food every week • 20% more likely to try a new alcoholic drink if they hear of it • 34% more likely to have bought something from a telephone sales officer in the past three months • 74% more likely to have been to a theme park in the last three months • 123% more likely to have eaten Eagle Boys Pizza in the last four weeks • 53% more likely to have purchased something from The Warehouse in the last four weeks Carlton Blues supporters are:
• 27% more likely to be aged 25-34 • 32% more likely to be a semi skilled worker • 57% more likely to be parents with children aged 9-11 • 20% more likely to like tough physical activity • 35% more likely to have a job that takes them outside of mobile phone network range • 42% more likely to have been to a casino in the last three months • 23% more likely to have worked on a car in the last three months • 5% less likely to use Optus and 14% more likely to use Telstra as their mobile phone service provider, but 23% more likely to have Optus as the main service provider for local calls on their home phone Collingwood Magpies supporters are:
• 23% more likely to buy take away food to eat at home • 26% more likely to buy frozen or chilled ready prepared meals • 21% more likely to only feel like they have had a holiday if they leave Australia • 20% more likely to enjoy going online to chat • 28% more likely to have bought goods on lay-by in the last three months • 21% more likely to have bought something from a catalogue or direct mail in the past three months • 13% more likely to have used Qantas for domestic business travel in the last twelve months • 62% more likely to have purchased something from The Reject Shop in the last four weeks • 71% more likely to mainly shop at an IGA supermarket Essendon Bombers supporters are:
• 33% more likely to be aged 14-24 • 23% more likely to have one child aged under 16 in the household • 17% more likely to wear clothes that will get them noticed • 21% more likely to sometimes use force to get things done • 18% more likely to prefer pre-mixed spirits to spirits in a glass (drinkers 18+) • 22% more likely to have been to a night club/disco in the last three months • 21% more likely to have bought something over the phone in the last three months
Fremantle Dockers supporters are:
• Made up of 91% Western Australians • 18% more likely to believe that it is important to look fashionable • 13% more likely to believe that crime is a growing problem in their community • 14% more likely to be constantly watching their weight • 18% more likely to believe their pet is a fussy eater • 26% more likely to avoid dairy foods wherever possible • 25% more likely to want total ecotourism experience for their next holiday • 25% more likely to have been to a short course, seminar, convention or public lecture in the last three months • 31% more likely to have purchased something from Millers in the last four weeks
Geelong Cats supporters are:
• 56% more likely to live in country areas • 15% more likely to be an occasional grocery buyer • 25% more likely to think of the number of calories in the food they are eating • 19% more likely to believe that a low fat diet is a way of life for them • 39% more likely to regularly go to church or a place of worship • 26% more likely to have hobbies • 63% more likely to have been to a historical house or building which is open to the public • 33% more likely to have eaten Subway in the last four weeks • 44% more likely to have purchased something from Myer in the last 4 weeks • 12% more likely to drive a Ford
Hawthorn Hawks supporters are:
• 23% more likely to always read the business section of the newspaper • 12% more likely to enjoy going away on the weekend • 24% more likely to consider doing some of their grocery shopping on the internet in the next 12 months • 21% more likely to have been to a pub or hotel only for a drink in the past three months • 23% more likely to have been to the live theatre in the last three months • 20% more likely to have used a TAB to place a bet in the last three months • 16% more likely to have been to a zoo/wildlife park/sanctuary in the last three months • 19% more likely to have eaten McDonalds in the last four weeks • 40% more likely to have purchased clothing from Target in the last four weeks Kangaroos supporters are:
• 24% more likely to be White Collar Workers • 19% more likely to believe they are a bit of an intellectual • 18% more likely to believe they were born to shop • 16% more likely to tend to snack throughout the day • 19% more likely to enjoy holidays where everything is organized for them • 16% more likely to have held a dinner party in the last three months • 26% more likely to have been to a music store in the last three months • 23% more likely to have bought fresh flowers in the last three months • 24% more likely to mainly shop at a Woolworths supermarket • 38% less likely to drive a Mazda and 34% more likely to drive a Ford Melbourne Demons supporters are:
• 17% more likely to have a Diploma or Degree • 20% more likely to own their own home • 13% more likely to believe that threats to the environment are exaggerated • 25% more likely to be more interested in their job than their house • 15% more likely to drink more wine now than they used to (drinkers 18+) • 38% more likely to have been to a BYO restaurant in the last three months • 21% more likely to have played a poker machine in the last three months • 16% more likely to have read a novel in the last three months • 17% more likely to have had a weekend away in the last three months
Port Adelaide Power supporters are:
• Made up of 77% South Australians • 21% more likely to be employed Part Time • 13% more likely to be paying off their home • 21%more likely to eat out every night if they could afford to • 30% more likely to have played video games at home in the last three months • 18% more likely to have traveled by bus in the last three months • 50% more likely to have eaten food from Pizza Hut in the last four weeks Richmond Tigers supporters are:
• 30% more likely to live in a young parents household • 20% more likely to love to do as many sports as possible • 27% more likely to enter competitions which are on packets or labels on products • 18% more likely to choose a car mainly on its looks • 27% more likely to feel comfortable giving their credit card details over the Internet • 15% more likely to be worried about the health risks of a mobile • 13% more likely to have played a game of pool/snooker/billiards in the last three months • 18% more likely to have eaten food from a fish and chip shop in the last four weeks
St Kilda Saints supporters are:
• 18% more likely to be women • 26% more likely to be aged 35-49 • 11% more likely to believe they are an environmentalist at heart • 17% more likely to believe that a percentage of everyone’s income should go to charities • 18% more likely to have played a musical instrument or sung in a band or choir in the last three months • 12% more likely to have been to a home interiors store in the last three months • 29% more likely to have been to an art gallery, museum, or antique exhibition in the last three months • 16% more likely to use Telstra as their current mobile phone service provider Sydney Swans supporters are:
• Made up of 86% New South Welshmen • 26% more likely to have an income of $70,000 or more • 14% more likely to believe that beer is often a good way to start the night (drinkers 18+) • 75% more likely to have been to an RSL, Leagues or other club in the past three months • 16% more likely to have played a sport in the last three months • 25% more likely to have traveled by train in the last three months • 70% more likely to use Vodafone as their current mobile phone service provider • 16% more likely to have eaten Chinese, Indian or Thai in the last four weeks • 6% more likely to have insurance with QBE/ QBE Mercantile Mutual West Coast Eagles supporters are:
• Made up of 86% Western Australians • 31% more likely to be a clerk/typist • 25% more likely to enter competitions run by newspapers, magazines or radio • 15% more likely to prefer cleaning to cooking • 12% more likely to have bought a lottery/lotto/scratch ticket in the last three months • 25% more likely to currently use or own a Motorola mobile phone • 49% more likely to visited Hungry Jacks or Burger King in the last 4 weeks • 25% less likely to have visited McDonalds in the last 4 weeks
Western Bulldogs supporters are:
• 20% more likely to be concerned about their cholesterol level • 22% more likely to believe that homosexual couples should be allowed to adopt children • 12% more likely to believe that there’s too much change going on these days • 18% more likely to believe that TV advertising gives them something to talk about • 17% more likely to go out of their way in search of a bargain • 29% more likely to prefer the bright lights and big cities when they travel • 21% more likely to not be able to relax until they know the house is clean and tidy • 17%more likely to have been to a café for a coffee or tea in the last three months • 27% more likely to use Optus as their current mobile phone service provider
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© 2007 Roy Morgan Research. All Rights Reserved |
