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The Sydney Swans are the AFL’s most supported team, with 1.28m supporters, according to the latest Roy Morgan Single Source data. The Brisbane Lions (Premiers in 2001-02-03) sit in second place with 921,000 supporters, down 20.1% from the 1,152,000 supporters in the previous year as of March 2007.  The West Coast Eagles, in spite of the widely reported “Cousins Affair”, record the third highest number of supporters with 730,000 (was 815,000 as of 2007).

The highest ranked Victorian clubs are Essendon Bombers with 722,000 (was 771,000 as of 2007) and Collingwood Magpies with 722,000 (was 688,000 as of 2007).  Carlton Blues has 521,000 supporters (was 515,000 as of 2007), the third most supported Melbourne based AFL Club.  Even though Geelong Cats convincingly won the 2007 Grand Final, Geelong is the fourth most supported team with 389,000 (was 384,000 as of 2007).

Supporters are attracted to premiership winning teams.  Following Brisbane’s three consecutive Premierships (in seasons 2001-02-03), supporter numbers grew from 798,000 as of 2001, to 1,492,000 as of 2004 a total increase of 694,000 (or +87%).  Since this peak, support for the Brisbane Lions has fallen to 921,000 as of 2007 (down 28.3%).  Support for other Premiership teams increased after their wins; specifically, Port Adelaide Power peaked as of 2005 at 355,000 (up 9.2% from 2004) and Sydney’s peaked at 1.74m as of 2006 (up 15.0% from 2005).  Following the exceptional series of controversial news from the West Coast, support fell to 730,000 (down 10.4%) as of 2007, following their win in 2006.

Victorian clubs make up the bottom four places on the supporter “ladder” - specifically Melbourne Demons (191,000 down from 212,000 as of 2007), North Melbourne Kangaroos (212,000, down from 228,000 as of 2007), Western Bulldogs (235,000, up from 231,000 as of 2007) and Hawthorn Hawks (309,000, about the same as of 2007). 

North Melbourne Kangaroos powerbrokers will be hoping the games they play at Carrara on the Gold Coast over the next two years will boost their supporter base, in spite of their members electing to keep the North Melbourne Kangaroos in Melbourne.

Roy Morgan Research Single Source data can also be used to highlight some interesting aspects of AFL supporters.  For example, when compared to all AFL supporters, Collingwood supporters are 21% more likely to have eaten at a Pizza Haven restaurant in the last four weeks, Essendon supporters are 67% more likely to have consumed Sunkist soft drink in the last week and Port Adelaide supporters are 96% more likely to have bought music to download using the Internet in the past 3 months.  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 21,061 people aged 14 years and over from April 2007 to March 2008.

For further information:

Gary Morgan:               Office (03) 9224 5213       Mobile 0411 129 094       Home (03) 9419 3242

Michele Levine:          Office (03) 9224 5215       Mobile 0411 129 093        Home (03) 9817 3066

Which AFL team do you support?	Year Ending							Change since December 2001	Change since March 2007
	Dec ‘01	Dec ‘02	Dec ‘03	Dec ‘04	Dec ‘05	Mar ‘07	Mar ‘08
	000s	000s	000s	000s	000s	000s	000s	%	%
Adelaide Crows	638	647	699	649	655	703	630	-1.3	-10.4
Brisbane Lions	798	1160	1331	1492	1378	1,152	921	15.4	-20.1
Carlton Blues	603	582	596	531	467	515	521	-13.6	1.2
Collingwood Magpies	688	693	749	776	703	688	722	4.9	4.9
Essendon Bombers	862	829	796	809	798	771	722	-16.2	-6.4
Fremantle Dockers	237	341	367	403	381	372	343	44.7	-7.8
Geelong Cats	357	369	345	356	399	384	389	9	1.3
Hawthorn Hawks	362	367	390	342	337	310	309	-14.6	-0.3
North Melbourne Kangaroos	268	226	249	214	206	228	212	-20.9	-7.0
Melbourne Demons	226	194	205	226	243	212	191	-14.5	-9.9
Port Adelaide Power	274	297	315	325	355	322	325	18.6	0.9
Richmond Tigers	398	381	401	367	387	391	367	-7.8	-6.1
St Kilda Saints	321	300	282	334	380	363	339	5.6	-6.6
Sydney Swans	1,305	1,201	1,341	1,335	1,514	1,742	1,278	-2.1	-26.6
West Coast Eagles	692	657	746	710	821	815	730	5.5	-11.4
Western Bulldogs	198	212	254	201	238	231	235	18.7	1.7

Note: Respondents were able to nominate more than one AFL team.

Change in Supporter numbers following AFL Premiership:

Season	2001	2002	2003	2004	2005	2006	2007
Premier was	Brisbane	Brisbane	Brisbane	Port Adelaide	Sydney	West Coast	Geelong
Runner Up was	Essendon	Collingwood	Collingwood	Brisbane	West Coast	Sydney	Port Adelaide
3rd & 4th Place	Hawthorn & Richmond	Port Adel & Adelaide	Port Adel & Sydney	St Kilda & Geelong	Adelaide & St Kilda	Adelaide & Fremantle	Collingwood & Kangaroos
Supporters for Premiers:
Brisbane	798	1160	1331	1492	1378	1,152	921
Port Adelaide				325	355	322	325
Sydney					1,514	1,742	1,278
West Coast						815	730
Geelong							389
Supporters for Runner-up:
Essendon	862	829	796	809	798	771	722
Collingwood		693	749	776	703	688	722
West Coast						815	730
Sydney					1,514	1,742	1,278
Port Adelaide				325	355	322	325

When compared to all AFL supporters:

Adelaide Crows supporters are:

• 190% more likely to currently drive a Toyota Avalon;
• 84% more likely to “spend $10 or less buying internet access per month”;
• 35% more likely to “have a credit card”;
• 23% more likely to have eaten at a Pizza Haven restaurant in the last four weeks;
• 21% more likely to “find TV advertising interesting”;
• 16% more likely to agree to the statement “I drink more premium beer now than I used to (drinkers 18+);
• 19% less likely to “complete grocery shopping on the Internet in the next 12 months”;
• 21% less likely to “need a mobile phone to help win new business”;
• 42% less likely to have visited KFC 5 or more times in the past 4 weeks. 

Brisbane Lions supporters are:

• 176% more likely to have a hotkey Internet contract;
• 49% more likely to have visited Red Rooster in the past 4 weeks;
• 29% more likely to agree that “I prefer to drink wine (Drinkers 18+)”;
• 28% more likely to have read a Bunnings catalogue in the past 4 weeks;
• 28% more likely to maintain a banking relationship with nab;
• 18% more likely to agree that “I use coupons I find in magazines or on packets”;
• 13% (of respondents aged 18+) more likely to agree that “I drink alcohol mostly at home”;
• 20% less likely to agree that “I am worried about the health risks of mobile phones”;
• 33% less likely to “have visited KFC 5 or more times in the past 4 weeks”. 

Carlton Blues supporters are:

• 58% more likely to likely to currently drive a Hyundai Accent;
• 56% more likely to have an Internet connection with dodo as their ISP;
• 50% more likely to agree that “my job often takes me outside on mobile phone coverage”;
• 39% more likely to have consumed Pepsi Light in the last seven days;
• 28% more likely to make their local calls using Optus as their Service Provider;
• 24% more likely to agree that “I find TV advertising interesting”;
• 13% less likely to agree that “I often redeem coupons to get products”;
• 16% less likely to agree that “they have bought a music download using the Internet over the past 3 months”;
• 16% less likely to “have never accessed the Internet”. 

Collingwood Magpies supporters are:

• 132% more likely to have a hotkey Internet connection;
• 103% more likely to “have worked on their car 16 or more times in the past 3 months”;
• 76% more likely to have visited KFC 5 or more times in the past 4 weeks;
• 67% more likely to have made a purchase from The Athlete’s Foot in the last four weeks;
• 54% more likely to buy their Pay TV subscription from Optus;
• 25% more likely to have to maintain a banking relationship with the Commonwealth Bank;
• 24% more likely to have consumed Coca Cola in the past 7 days
• 15% more likely to agree that “if I didn’t have to carry a mobile phone for work, I wouldn’t have one”;
• 29% less likely to have drunk Pepsi in the past 4 weeks;
• 30% less likely to agree that “if I could afford to eat out every night, I would”. 

Essendon Bombers supporters are:

• 67% more likely to have consumed Sunkist in the last seven days;
• 60% more likely to “have spent $1,000 or more over the Internet to buy alcohol;
• 49% more likely to have consumed Red Bull in the last 7 days;
• 34% more likely to agree that “I was born to shop”;
• 23% more likely to maintain a banking relationship with nab;
• 21% more likely to use 3 as their mobile phone service provider;
• 19% more likely to have eaten at a KFC restaurant in the last four weeks;
• 17% more likely to agree that “I like promotions that offer free gifts with a purchase of alcohol (amongst drinkers, 18 years and older)”;
• 17% more likely to agree that “I need a mobile phone to help me juggle my work and personal life”;
• 11% more likely to agree that “I am worried about interest rates at the moment”;
• 62% less likely to agree that “I access the Internet a few times per year”; 

Fremantle Dockers supporters are:

• 304% more likely to have iiNet as their Internet Service Provider”;
• 35% more likely to have made a purchase from Bunnings in the last four weeks;
• 20% more likely to have visited a Subway outlet in the past 4 weeks;
• 17% more likely to be “quite interested in watching cartoons on Pay TV;
• 15% more likely to have taken a day trip in a car in the last 3 months;
• 13% more likely to agree that “I would like to use the Internet, but I am intimidated by the complexity of it”;
• 11% less likely to agree that “I can’t miss seeing those big billboard signs”;
• 22% less likely to agree that “if I could afford to eat out every night, I would”;
• 25% less likely to agree that “I love to do as many sports as possible”;
• 26% less likely to agree that “I often notice the advertisements on the tops and backs of taxis”; 

Geelong Cats supporters are:

• 245% more likely to buy a Ford Territory in the next 4 years;
• 95% more likely to have read 4 or more editions of the Geelong Advertiser in a week;
• 84% more likely to employ dodo as their Internet Service Provider;
• 36% more likely to have made a purchase from the ABC Shop in the last four weeks;
• 21% more likely to agree that “I would have difficulty coping with a demanding job or career”;
• 15% less likely to agree that “I know that  technology is changing so fast, it’s difficult to stay up with it”;
• 16% more likely to have read or collected a Bunnings catalogue during the past 3 months;
• 16% less likely to be interested to access the Internet via their TV;
• 16% less likely to agree that “I need a mobile phone to give me more control over my life”.

Hawthorn Hawks supporters are:

• 145% more likely to have read 4 or more editions of The Age in one week;
• 75% more likely to agree that “I have bought music to download via the Internet in the last 3 months”;
• 73% more likely to employ iPrimus as their Internet Service Provider;
• 33% more likely to agree that “I feel comfortable giving my credit card details over the Internet”;
• 32% more likely to have free access to the Internet each month”;
• 18% more likely to have visited Red Rooster once during the past 4 weeks;
• 17% more likely to agree that “I’m not very interested in watching cartoons on Pay TV”;
• 15% more likely to choose MBF as their health insurer;
• 12% more likely to agree that “I need a car that’s suitable for carrying children”;
• 20% less likely to agree that “I would have difficulty coping with a demanding job or career”;

Melbourne Demons supporters are:

• 41% more likely to agree that “I need a mobile phone to help me juggle my work and personal life”;
• 38% more likely to have made a travel purchase using the Internet in the last three months;
• 35% more likely to agree that “my letterbox says ‘No Junk Mail’ (or something similar)”;
• 32% more likely to have Telstra Bigpond as their Internet Service Provider;
• 27% more likely to agree that “I like to drink wine with my meals”;
• 17% more likely to agree that “computers and technology give me more control over my life”;
• 18% less likely to agree that “I need a car that’s suitable for carrying children”;
• 66% less likely to have drunk Sunkist in the last 7 days.

North Melbourne Kangaroos supporters are:

• 48% more likely to intend to buy a Mazda 3 within 4 years;
• 47% more likely to agree that “if I could afford to eat out every night, I would”;
• 38% more likely to agree that “I am interested in buying a high performance car”;
• 35% more likely to maintain a banking relationship with nab;
• 20% more likely to have agreed that “I now use my mobile phone more often than my home phone;
• 12% more likely to agree that “I would seriously consider buying a hybrid vehicle”;
• 11% less likely to agree to have visited Red Rooster in the past 4 weeks;
• 11% less likely to agree that “I feel comfortable giving my credit card details over the Internet”;
• 24% less likely to agree that “I am quite interested in watching cartoons on Pay TV”

Port Adelaide Power supporters are:

• 96% more likely to have bought music to download via the Internet in the last 3 months;
• 43% more likely to agree that “I really enjoy going online to have a chat”;
• 34% more likely to have bought a Pepsi in the last 4 weeks;
• 32% more likely to visit a Red Rooster outlet in the next 4 weeks;
• 26% more likely to have read or looked into a catalogue from Dick Smith in the last 4 weeks;
• 26% more likely to buy or upgrade a mobile phone in the next 12 months;
• 23% more likely to agree that “my pet is a fussy eater”;
• 21% more likely to agree that “I often redeem coupons to get the  discounts offered”;
• 28% less likely to have iPrimus as their Internet Service Provider; 

Richmond Tigers supporters are:

• 62% more likely to have iPrimus as their Internet Service Provider;
• 38% more likely to have consumed Pepsi in the last 7 days;
• 12% more likely to agree that “I’m worried about interest rates at the moment”;
• 16% less likely to agree that “I would have difficulty dealing with a demanding job or career”;
• 21% less likely to bought music to download using the Internet in the last 3 months;
• 40% less likely to have any charge or credit cards (excluding frequent flyer or shareholder cards);

St Kilda Saints supporters are:

• 107% more likely to use Internode as their Internet Service Provider;
• 65% more likely to make a business decisions concerning trucks or commercial vehicles in the last 12 months;
• 52% are “quite interested” in accessing the Internet via their TV monitor;
• 39% more likely to buy a dishwasher in the next 12 months;
• 25% more likely to agree that “I’d consider doing some of my grocery shopping over the Internet”;
• 21% more likely to buy a mobile phone or upgrade their current phone in the next 6 months;
• 13% less likely to have made a purchase from Autobarn in the last four weeks;
• 16% less likely to have visited KFC in the last 4 weeks;
• 23% less likely to agree that “I was born to shop”;
• 29% less likely to have visited Pizza Haven in the past 4 weeks; 

Sydney Swans supporters are:

• 98% more likely to have bought music to download using the Internet in the last 3 months;
• 28% more likely to have travelled within Australia for business in the past 12 months;
• 10% more likely to maintain a professional relationship buying insurance (including CTP) from QBE;
• 15% (of respondents aged 18+) more likely to agree that “I drink more premium beer now than I used to”;
• 12% more likely to agree that “I need a mobile phone to help me juggle my work and personal life”;
• 12% more likely to agree that “I find TV advertising interesting”;
• 11% more likely to have bought hardware or gardening products from Bunnings in the past 4 weeks;
• 11% less likely to have worked on a car in the last 3 months;
• 12% less likely to agree that “I often take advantage of the special offers on the back of my supermarket shopping docket”;

West Coast Eagles supporters are:

• 786% more likely to maintain a professional relationship buying insurance (including CTP) from SGIO;
• 64% more likely to have visited a Hungry Jacks outlet in the past 4 weeks;
• 40% more likely to have bought alcohol using the Internet  in the last 3 months;
• 37% more likely to be very interested in accessing the Internet  through their TV monitor;
• 21% more likely to agree that “I am interested in buying a high performance car”;
• 17% more likely to buy barbecue and outdoor cooking appliances in the next 12 months”;
• 16% more likely to have travelled by air outside of Australia in the past 12 months”;
• 15% more likely to agree that “crime is a growing problem in my community”;
• 15% more likely to agree that “I need a mobile phone to juggle my work and private life”;
• 12% less likely to agree that “if I didn’t have to carry a mobile phone for work, I wouldn’t have one”; 

Western Bulldogs supporters are:

• 98% more likely to have bought a dishwasher in the past 12 months;
• 30% less likely to agree that “I regard myself as a bit of a car enthusiast”;
• 36% more likely to have to have a banking relationship with Westpac;
• 35% more likely to agree that “I find TV advertising interesting”;
• 29% more likely to gain access to the Internet using iiNet as their Internet Service Provider;
• 22% more likely to agree that “I really enjoy going on-line to chat”;
• 22% more likely to own either a dog or a cat”;
• 12% more likely to have purchased hardware or gardening products from Bunnings;

© 2007 Roy Morgan Research. All Rights Reserved
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