Interstate Clubs On Top In AFL Supporter Ladder
| Article No. 649 -
June 19, 2007 |
Following two successive Grand Final appearances, including the 2005 Premiership, the Sydney Swans are the AFL’s most supported team, with an estimated 1,742,000 supporters according to the latest Roy Morgan Research Single Source data.
The Brisbane Lions — the 2001-02-03 Premiers — sit clearly in second place with 1,152,000 supporters, however, this figure is down 16.4% from the 1,378,000 Lions supporters in the year ending December 2005. The Swans’ 2005-06 Grand Final opponents — the West Coast Eagles — have the third most supporters with 815,000.
The highest ranked Victorian club is Essendon with 771,000, who are 83,000 ahead of the next best Victorian based club — Collingwood (688,000).
Despite a lack of recent success, Carlton is the third most popular Victorian team (515,000), however, the Blues’ current supporter base is well down on its 2001 result of 603,000.
Victorian clubs make up the bottom four places on the supporter “ladder”: Melbourne (212,000), the Kangaroos (228,000), Western Bulldogs (231,000) and Hawthorn (310,000). With the exception of the Kangaroos, all of these clubs experienced a decline in supporter numbers from the previous period.
Kangaroos powerbrokers will be hoping the games they play at Carrara on the Gold Coast over the next three years will further boost their supporter base.
Overall, the number of AFL supporters has fallen marginally (0.9%) in the past 15 months: 8,799,000 in the year ending December 2005 compared to 8,720,000 in the year ending March 2007. There has been an 11.8% increase in AFL supporter numbers since the year ending December 2001.
And there is more - Roy Morgan Research Single Source data can be used to highlight some interesting aspects of AFL supporters.
For example, when compared to all AFL supporters, Adelaide Crows supporters are 77% more likely to have eaten at a Pizza Haven restaurant in the last four weeks, Collingwood Magpies supporters are 104% more likely to have made a purchase from Dimmeys/Forges in the last four weeks and Essendon Bombers supporters are 92% more likely to have consumed Red Bull in the last seven days. Further details can be found below.
These are the latest findings from the Roy Morgan Sports Monitor, part of Roy Morgan Single Source, a nationwide survey of 24,315 people aged 14 years and over from April 2006 to March 2007.
|
Which AFL team
do you support? |
Year Ending |
Change since December 2005 |
Change since
December 2001 |
|
Dec ‘01 |
Dec ‘02 |
Dec ‘03 |
Dec ‘04 |
Dec ‘05 |
Mar ‘07 |
| |
000s |
000s |
000s |
000s |
000s |
000s |
% |
% |
|
Total AFL Supporters |
7,801 |
8,046 |
8,568 |
8,595 |
8,799 |
8,720 |
-0.9 |
11.8 |
|
Adelaide Crows |
638 |
647 |
699 |
649 |
655 |
703 |
7.3 |
10.2 |
|
Brisbane Lions |
798 |
1160 |
1331 |
1492 |
1378 |
1,152 |
-16.4 |
44.4 |
|
Carlton Blues |
603 |
582 |
596 |
531 |
467 |
515 |
10.3 |
-14.6 |
|
Collingwood Magpies |
688 |
693 |
749 |
776 |
703 |
688 |
-2.1 |
0.0 |
|
Essendon Bombers |
862 |
829 |
796 |
809 |
798 |
771 |
-3.4 |
-10.6 |
|
Fremantle Dockers |
237 |
341 |
367 |
403 |
381 |
372 |
-2.4 |
57.0 |
|
Geelong Cats |
357 |
369 |
345 |
356 |
399 |
384 |
-3.8 |
7.6 |
|
Hawthorn Hawks |
362 |
367 |
390 |
342 |
337 |
310 |
-8.0 |
-14.4 |
|
Kangaroos |
268 |
226 |
249 |
214 |
206 |
228 |
10.7 |
-14.9 |
|
Melbourne Demons |
226 |
194 |
205 |
226 |
243 |
212 |
-12.8 |
-6.2 |
|
Port Adelaide Power |
274 |
297 |
315 |
325 |
355 |
322 |
-9.3 |
17.5 |
|
Richmond Tigers |
398 |
381 |
401 |
367 |
387 |
391 |
1.0 |
-1.8 |
|
St Kilda Saints |
321 |
300 |
282 |
334 |
380 |
363 |
-4.5 |
13.1 |
|
Sydney Swans |
1305 |
1201 |
1341 |
1335 |
1514 |
1,742 |
15.1 |
33.5 |
|
West Coast Eagles |
692 |
657 |
746 |
710 |
821 |
815 |
-0.7 |
17.8 |
|
Western Bulldogs |
198 |
212 |
254 |
201 |
238 |
231 |
-2.9 |
16.7 |
Note: Respondents were able to nominate more than one AFL team.
When compared to all AFL supporters:
Adelaide Crows supporters are:
• 77% more likely to have eaten at a Pizza Haven restaurant in the last four weeks;
• 40% more likely to have consumed Sunkist in the last seven days;
• 21% more likely to agree that “If I could afford to eat out every night I would”;
• 18% more likely to agree that “I would have difficulty coping with a demanding job or career”;
• 17% more likely to agree that “I avoid staying at accommodation that does not have genuine environmental policies”;
• 16% more likely to agree that “I believe homosexuality is immoral”;
• 14% more likely to agree that “TV advertising often gives me something to talk about”;
• 14% more likely to agree that “Quite often I find TV advertising more entertaining than the programs”;
• 11% more likely to agree that “I think it’s the Government’s duty to support those who can’t find work”;
• 23% less likely to agree that “I seldom have time for breakfast”;
• 12% less likely to agree that “I often take advantage of the special offers on the back of my supermarket shopping docket”;
• 10% less likely to agree that “I enjoy buying magazines”.
Brisbane Lions supporters are:
• 45% more likely to agree that “I need a mobile phone to access the Internet”;
• 39% more likely to have eaten at a Red Rooster restaurant in the last four weeks;
• 26% more likely to agree that “I often take advantage of the special offers on the back of my supermarket shopping docket”;
• 23% more likely to agree that “If I didn’t have to carry a mobile phone for work, I wouldn’t have one at all”;
• 15% more likely to agree that “I buy the same food every week”;
• 14% (of respondents aged 18+) more likely to agree that “I like promotions that offer free gifts with a purchase of alcohol”;
• 13% (of respondents aged 18+) more likely to agree that “I drink alcohol mostly at home”;
• 13% more likely to agree that “I use coupons I find in magazines or on packets”;
• 13% more likely to agree that “My job often takes me outside of mobile phone network range”;
• 11% more likely to have Vodafone as their mobile phone service provider;
• 11% more likely to agree that “I often notice the advertisements on the tops and backs of taxis”;
• 11% less likely to agree that “I choose a car mainly on its looks”.
Carlton Blues supporters are:
• 41% more likely to have consumed Pepsi Light in the last seven days;
• 39% more like to have eaten at a Nando’s restaurant in the last four weeks;
• 36% more likely to agree that “I consider myself a homosexual”;
• 31% more likely to agree that “I usually notice the advertisements on shopping trolleys when I go grocery shopping”;
• 30% more likely to agree that “I sometimes use force to get things done”;
• 20% more likely to agree that “Quite often I find TV advertising more entertaining than the programs”;
• 17% more likely to agree that “There’s too much change going on these days”;
• 17% more likely to agree that “I choose a car mainly on its looks”;
• 15% more likely to agree that “I’m worried about interest rates at the moment”;
• 13% more likely to agree that “I always read the business section of the newspaper”;
• 12% more likely to agree that “I often enter competitions run by newspapers, magazines or radio stations”;
• 24% less likely to agree that “Computers and technology give me more control over my life”;
• 12% less likely to agree that “I’m a bit of an intellectual”.
Collingwood Magpies supporters are:
• 104% more likely to have made a purchase from Dimmeys/Forges in the last four weeks;
• 67% more likely to have made a purchase from The Athlete’s Foot in the last four weeks;
• 22% more likely to agree that “I avoid dairy foods whenever possible”;
• 21% more likely to have consumed V (energy drink) in the last seven days;
• 20% more likely to agree that “The food I eat is all, or almost all, vegetarian”;
• 19% (of respondents aged 18+) more likely to agree that “Australian beer is the only beer worth drinking”;
• 16% (of respondents aged 18+) more likely to agree that “Imported beer is a waste of money”;
• 13% more likely to agree that “I choose a car mainly on its looks”;
• 12% more likely to agree that “None of this stuff about the information super-highway makes sense to me”;
• 12% more likely to agree that “I’m constantly watching my weight”;
• 21% less likely to agree that “I regularly go to church or my place of worship”;
• 11% less likely to agree that “I always read the business section of the newspaper”;
• 11% less likely to agree that “I like things to stay the same”.
Essendon Bombers supporters are:
• 92% more likely to have consumed Red Bull in the last seven days;
• 35% more likely to agree that “I prefer the bright lights and big cities when I travel”;
• 34% more likely to agree that “I was born to shop”;
• 23% more likely to agree that “I need a mobile phone to give me more control over my life”;
• 20% more likely to have 3 Mobile as their mobile phone service provider;
• 20% more likely to agree that “I wear clothes that will get me noticed”;
• 18% more likely to agree that “It’s important to look fashionable”;
• 16% more likely to have eaten at a KFC restaurant in the last four weeks;
• 15% more likely to agree that “I buy more of a store’s own products than well known brands”;
• 15% more likely to agree that “I would seriously consider buying a 3G phone”;
• 13% more likely to agree that “I find TV advertising interesting”;
• 13% more likely to agree that “I often enter competitions which are on packets or labels on products”;
• 18% less likely to agree that “I often notice the advertisements on the tops and backs of taxis”.
Fremantle Dockers supporters are:
• 99% more likely to have eaten at a Red Rooster restaurant in the last four weeks;
• 35% more likely to have made a purchase from Bunnings in the last four weeks;
• 27% more likely to have Telstra as their mobile phone service provider;
• 23% more likely to agree that “I always think of the number of calories in the food I’m eating”;
• 22% more likely to agree that “I often enter competitions run by newspapers, magazines or radio stations”;
• 21% more likely to agree that “Crime is a growing problem in my community”;
• 14% more likely to agree that “I’m concerned about my cholesterol level”;
• 14% more likely to agree that “I feel less safe than I used to”;
• 26% less likely to agree that “I often take advantage of the special offers on the back of my supermarket shopping docket”;
• 26% less likely to agree that “I often notice the advertisements on the tops and backs of taxis”;
• 25% less likely to agree that “I love to do as many sports as possible”;
• 11% less likely to agree that “I can’t miss seeing those big billboard signs”;
• 11% less likely to agree that “I find TV advertising interesting”.
Geelong Cats supporters are:
• 40% more likely to have made a purchase from Harris Scarfe in the last four weeks;
• 34% more likely to have made a purchase from the ABC Shop in the last four weeks;
• 21% more likely to agree that “I try to buy organic food whenever I can”;
• 20% more likely to agree that “I avoid staying at accommodation that does not have genuine environmental policies”;
• 33% less likely to agree that “I need a mobile phone to access the Internet”;
• 21% (of respondents aged 18+) less likely to agree that “Beer is often a good way to start the night”;
• 19% less likely to agree that “I often enter competitions run by newspapers, magazines or radio stations”;
• 17% less likely to agree that “I usually notice the advertisements on shopping trolleys when I go grocery shopping”;
• 14% less likely to agree that “I find TV advertising interesting”;
• 12% less likely to agree that “I always read the business section of the newspaper”.
Hawthorn Hawks supporters are:
• 16% more likely to agree that “I often buy take away food to eat at home”;
• 15% more likely to agree that “Terrorists deserve the same rights as other criminals”;
• 13% more likely to agree that “I’m a bit of an intellectual”;
• 29% less likely to agree that “I always think of the number of calories in the food I’m eating”;
• 28% less likely to agree “I often enter competitions which are on packets or labels on products”;
• 28% less likely to agree that “I often enter competitions run by newspapers, magazines or radio stations”;
• 24% less likely to agree that “TV advertising often gives me something to talk about”;
• 22% less likely to agree that “I would have difficulty coping with a demanding job or career”;
• 15% less likely to agree that “I find TV advertising interesting”.
Kangaroos supporters are:
• 83% more likely to have consumed Red Bull in the last seven days;
• 38% more likely to have 3 Mobile as their mobile phone service provider;
• 27% more likely to agree that “I wear clothes that will get me noticed”;
• 24% more likely to have eaten at a Subway restaurant in the last four weeks;
• 19% more likely to agree that “Freedom is more important than the law”;
• 18% more likely to agree that “I enjoy buying magazines”;
• 18% more likely to agree that “I’m shy in social situations”;
• 18% more likely to agree that “I think it’s the Government’s duty to support those who can’t find work”;
• 18% more likely to agree that “I usually notice the advertisements on shopping trolleys when I go grocery shopping”;
• 17% more likely to agree that “I’m a bit of an intellectual”;
• 17% more likely to agree that “I often enter competitions which are on packets or labels on products”, but
• 21% less likely to agree that “I often take advantage of the special offers on the back of my supermarket shopping docket” and
• 17% less likely to agree that “I often redeem coupons to get discounts or special offers”.
Melbourne Demons supporters are:
• 37% more likely to agree that “I always read the business section of the newspaper”;
• 27% more likely to agree that “I like to drink wine with my meals”;
• 24% more likely to have 3 Mobile as their mobile phone service provider;
• 18% more likely to have made a purchase from David Jones in the last four weeks;
• 15% more likely to agree that “A low fat diet is a way of life for me”;
• 14% more likely to agree that “The Government is doing a good job running the country”;
• 14% more likely to agree that “The Australian economy appears to be improving”;
• 12% more likely to agree that “I believe a percentage of everyone’s income should go to charities”;
• 36% less likely to agree that “I often take advantage of the special offers on the back of my supermarket shopping docket”;
• 33% less likely to agree that “I often enter competitions run by newspapers, magazines or radio stations”;
• 19% less likely to agree that “I use coupons I find in magazines or on packets”.
Port Adelaide Power supporters are:
• 197% more likely to have made a purchase from Harris Scarfe in the last four weeks;
• 37% more likely to agree that “I usually notice the advertisements on shopping trolleys when I go grocery shopping”;
• 34% more likely to agree that “I don’t like to know too much about what’s going on in the world these days”;
• 30% more likely to agree that “Freedom is more important than the law”;
• 23% more likely to agree that “My pet is a fussy eater”;
• 21% more likely to agree that “For my next holiday, I’d really like a total ecotourism experience”;
• 20% more likely to agree that “I avoid staying at accommodation that does not have genuine environmental policies”;
• 19% more likely to have Vodafone as their mobile phone service provider;
• 16% more likely to agree that “I sometimes use force to get things done”;
• 15% more likely to agree that “I don’t read the ads in newspapers and magazines”;
• 12% more likely to agree that “I believe in taking risks”;
• 11% more likely to agree that “It is important to have a full social life”;
• 19% less likely to agree that “I often enter competitions which are on packets or labels on products”.
Richmond Tigers supporters are:
• 70% more likely to agree that “I consider myself a homosexual”;
• 38% more likely to have consumed Pepsi in the last seven days;
• 38% more likely to agree that “My job often takes me outside of mobile phone network range”;
• 36% more likely to agree that “I need a mobile phone to access the Internet”;
• 31% more likely to agree that “I usually notice the advertisements on shopping trolleys when I go grocery shopping”;
• 24% more likely to have Vodafone as their mobile phone service provider;
• 18% more likely to agree that “I look for new experiences every day”;
• 18% more likely to agree that “Quite often I find TV advertising more entertaining than the programs”;
• 17% more likely to agree that “I like to be with a crowd of people”;
• 17% more likely to agree that “Threats to the environment are exaggerated”;
• 15% less likely to agree that “I often redeem coupons to get discounts or special offers”;
• 12% less likely to agree that “I use coupons I find in magazines or on packets”.
St Kilda Saints supporters are:
• 54% more likely to have made a purchase from Autobarn in the last four weeks;
• 52% more likely to agree that “The food I eat is all, or almost all, vegetarian”;
• 50% more likely to have made a purchase from Clint’s Crazy Bargains in the last four weeks;
• 31% more likely to agree that “I usually notice the advertisements on shopping trolleys when I go grocery shopping”;
• 16% more likely to agree that “People often compliment me on my cooking”;
• 14% more likely to agree that “I always think of the number of calories in the food I’m eating”;
• 12% more likely to agree that “I find TV advertising interesting”;
• 30% less likely to agree that “I’d consider doing some of my grocery shopping on the Internet in the next 12 months”;
• 25% less likely to agree that “Imported beer is a waste of money”;
• 21% less likely to agree that “I often enter competitions which are on packets or labels on products”;
• 17% less likely to agree that “I often enter competitions run by newspapers, magazines or radio stations”;
Sydney Swans supporters are:
• 42% more likely to have made a purchase from Gloria Jean’s in the last four weeks;
• 38% more likely to have Vodafone as their mobile phone service provider;
• 23% more likely to agree that “It only feels like a holiday if I leave Australia”;
• 19% more likely to agree that “I often notice the advertisements on the tops and backs of taxis”;
• 19% more likely to agree that “I believe a percentage of everyone’s income should go to charities”;
• 18% more likely to agree that “I regularly go to church or my place of worship”;
• 15% (of respondents aged 18+) more likely to agree that “I drink more premium beer now than I used to”;
• 15% more likely to agree that “I love to do as many sports as possible”;
• 13% more likely to agree that “I often take advantage of the special offers on the back of my supermarket shopping docket”;
• 11% more likely to agree that “TV advertising often gives me something to talk about”;
West Coast Eagles supporters are:
• 59% more likely to have made a purchase from Dymocks book store in the last four weeks;
• 50% more likely to agree that “It only feels like a holiday if I leave Australia”;
• 37% more likely to agree that “I often enter competitions run by newspapers, magazines or radio stations”;
• 35% more likely to have eaten at a Hungry Jack’s outlet in the last four weeks;
• 24% more likely to agree that “I always think of the number of calories in the food I’m eating”;
• 22% more likely to agree that “I usually notice the advertisements on shopping trolleys when I go grocery shopping”;
• 22% more likely to agree that “I buy the same food every week”;
• 17% more likely to agree that “I believe homosexuality is immoral”;
• 17% more likely to agree that “The Australian economy appears to be improving”;
• 16% more likely to agree that “I don’t like to know too much about what’s going on in the world these days”;
• 13% more likely to agree that “I often notice the advertisements on the tops and backs of taxis”;
• 14% less likely to agree that “I always read the business section of the newspaper”;
• 12% less likely to agree that “Homosexual couples should be allowed to adopt children”.
Western Bulldogs supporters are:
• 118% more likely to have made a purchase from Colorado in the last four weeks;
• 81% more likely to agree that “I usually notice the advertisements on shopping trolleys when I go grocery shopping”;
• 40% more likely to have consumed Sprite in the last seven days;
• 38% more likely to agree that “Quite often I find TV advertising more entertaining than the programs”;
• 37% more likely to agree that “I often enter competitions which are on packets or labels on products”;
• 35% more likely to agree that “I find TV advertising interesting”;
• 27% more likely to agree that “I always read the business section of the newspaper”;
• 22% more likely to agree that “TV advertising often gives me something to talk about”;
• 19% more likely to agree that “I enjoy buying magazines”;
• 17% more likely to agree that “I often enter competitions run by newspapers, magazines or radio stations”;
• 12% more likely to agree that “I use coupons I find in magazines or on packets”;
• 22% less likely to agree that “Nearly all TV advertising annoys me”;
|
For further information (Australia): |
|
Gary Morgan: |
Office +61 3 9224 5213 |
Mobile +61 411 129 094 |
Home +61 3 9419 3242 |
|
Michele Levine: |
Office +61 3 9224 5215 |
Mobile +61 411 129 093 |
Home +61 3 9817 3066 |
|
