Arena Media Networks: Sponsor Scouting Report - Quick Service Restaurant Data Analysis (Jan 2006)



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The Arena Media Networks Sponsor Scouting Report is a new monthly feature that will provide in-depth analysis on specfic sports sponsor categories with an insider's look at how a specific company within the category approaches sports marketing decisions. For more information on adding Arena Media Networks to your facility or to inquire about advertising opportunities,
click (http://www.arena-media.com) or call 212-779-2021.

Category:	Quick Service Restaurant
Brand:	Taco Bell
Source:	Will Bortz, Manager of Public Relations

Standard sponsorship: Our sponsorships are based around leagues (MLB) or sports (X-Games) from a national perspective. These platforms must be unique to Taco Bell and target multiple touch points for the brand. Some regional promotions, such as the Boise State University sponsorship, are also looked at by our Field Marketing group. Our "Think Outside the Bun" brand positioning comes to light in these national programs by looking to break through the sponsorship clutter. A primary example of this is our now famous Taco Bell "target," seen in McCovey Cove in San Francisco and in St. Louis during recent World Series games.

Sponsorship objectives: For our national sponsorships, we want to keep Taco Bell top of mind as the "Outside the Bun" choice for consumers. Its primary objective is branding, with a secondary message aimed at product.

Sponsorship target audience: Our sponsorships are aimed at a broad audience with a specific target of males and females, 18-34.

Fast Food Data Analysis
Source: Scarborough Research

Adults 18+ (208,208 respondents) – Release 1, 2005 – Scarborough USA+

Fast-food restaurants used past 30 days: Taco Bell

Taco Bell customers are Motor Sports and Pro Wrestling fans

People eating at Taco Bell are more likely to be most interested in the following sports:
- Taco Bell customers are more likely relative to market average to be Very Or Somewhat interested in:

1.	Supercross/Motocross - 51% more likely than market average to be Very OR Somewhat interested in Supercross/Motocross
2.	WWE (pro wrestling) - 41% more likely than market average to be Very OR Somewhat interested in the WWE (pro wrestling)
3.	Monster Trucks - 39% more likely than market average to be Very OR Somewhat interested in Monster Trucks
4.	Arena Football League - 32% more likely than market average to be Very OR Somewhat interested in the Arena Football League (AFL)
5.	National Hot Rod Association (NHRA) - 30% more likely than market average to be Very OR Somewhat interested in the NHRA

Number of times eaten at fast-food restaurants past 30 days: 10 or more times

Frequent fast-food eaters are WWE (pro wrestling) fans

Frequent fast-food eaters are more likely to be most interested in the following sports:
- Frequent fast-food eaters are more likely relative to market average to be Very Or Somewhat interested in:

1.	WWE (pro wrestling) - 49% more likely than market average to be Very OR Somewhat interested in the WWE (pro wrestling)
2-3.	Arena Football League (AFL) - 41% more likely than market average to be Very OR Somewhat interested in the AFL
2-3.	Supercross/Motocross - 41% more likely than market average to be Very OR Somewhat interested in Supercross/Motocross
4.	Monster Trucks - 39% more likely than market average to be Very OR Somewhat interested in Monster Trucks
5.	National Hot Rod Association (NHRA) - 36% more likely than market average to be Very OR Somewhat interested in the NHRA

Top Markets for fast-food restaurants past 30 days – Taco Bell – Market Penetration:

Fast-food restaurants used past 30 days: Taco Bell
- National Average = 25%

1. Fresno/Visalia – 44% of all adults 18+ have eaten at Taco Bell past 30 days
2. Kansas City – 41%
3. Sacramento/Stockton/Modesto – 39%
4. Indianapolis – 39%
5. New Orleans – 36%

Top Markets for fast-food restaurants past 30 days – McDonald’s – Market Penetration:

Fast-food restaurants used past 30 days: McDonald’s
- National Average = 50%

1. Flint/Saginaw/Bay City – 63% of all adults 18+ have eaten at McDonald’s past 30 days
2. Lexington – 62%
3. Louisville – 62%
4. Honolulu – 61%
5. Columbus – 60%

Top Markets for eaten fast-food restaurants past 30 days – 10+ times – Market Penetration:

Eaten fast-food restaurants past 30 days: 10+ times
- National Average = 18%

1. Birmingham – 30% of all adults 18+ have eaten fast-food 10+ times past 30 days
2. Lexington – 28%
3. Memphis – 28%
4. Charleston/Huntington – 28%
5. Dallas/Fort Worth – 26%

Scarborough Research
Study: Scarborough USA+ 2005 Release 1 (12 Months only)
Release: Total Weight (February 2004 - March 2005)
Base: Total
Projected: 220698430 Respondents: 208208

			Fast-food restaurants used past 30 days				Fast-food restaurants used past 7 days	No. of times eaten at fast-food restaurant past 30 days
	Cell	Base	McDonald's	Subway	Taco Bell	Any fast food restaurant past 30 days	Any fast food restaurant past 7 days	10 or more times
Total	Proj	220,698,430	109,490,514	60,576,688	55,053,602	200,496,828	143,543,576	40,525,489
	Horz %	100.0%	49.6%	27.4%	24.9%	90.8%	65.0%	18.4%
	Vert %	100.0%	100.0%	100.0%	100.0%	100.0%	100.0%	100.0%
	Index	100	100	100	100	100	100	100
Current level of interest in Arena Football League (AFL)
Very /Somewhat	Proj	11,635,393	6,943,180	4,041,641	3,844,111	10,936,975	8,154,812	3,010,685
	Horz %	100.0%	59.7%	34.7%	33.0%	94.0%	70.1%	25.9%
	Vert %	5.3%	6.3%	6.7%	7.0%	5.5%	5.7%	7.4%
	Index	100	120	127	132	103	108	141
Current level of interest in CART/Champ Car racing
Very/Somewhat	Proj	11,462,123	6,370,026	3,679,054	3,588,453	10,836,358	8,162,320	2,791,824
	Horz %	100.0%	55.6%	32.1%	31.3%	94.5%	71.2%	24.4%
	Vert %	5.2%	5.8%	6.1%	6.5%	5.4%	5.7%	6.9%
	Index	100	112	117	126	104	109	133
Current level of interest in College basketball
Very/Somewhat	Proj	52,886,985	28,308,450	17,268,040	14,591,152	49,584,482	37,162,341	11,858,265
	Horz %	100.0%	53.5%	32.7%	27.6%	93.8%	70.3%	22.4%
	Vert %	24.0%	25.9%	28.5%	26.5%	24.7%	25.9%	29.3%
	Index	100	108	119	111	103	108	122
Current level of interest in College football
Very/Somewhat	Proj	68,754,263	36,404,103	22,421,080	19,120,275	64,346,815	48,247,059	14,943,299
	Horz %	100.0%	52.9%	32.6%	27.8%	93.6%	70.2%	21.7%
	Vert %	31.2%	33.2%	37.0%	34.7%	32.1%	33.6%	36.9%
	Index	100	107	119	111	103	108	118
Current level of interest in horse racing
Very/Somewhat	Proj	23,600,982	11,250,725	6,489,173	5,769,559	21,554,543	15,297,076	4,504,965
	Horz %	100.0%	47.7%	27.5%	24.4%	91.3%	64.8%	19.1%
	Vert %	10.7%	10.3%	10.7%	10.5%	10.8%	10.7%	11.1%
	Index	100	96	100	98	101	100	104
Current level of interest in IndyCar/IRL
Very/Somewhat	Proj	18,419,901	10,062,362	5,872,859	5,490,801	17,264,693	12,995,211	4,016,389
	Horz %	100.0%	54.6%	31.9%	29.8%	93.7%	70.5%	21.8%
	Vert %	8.3%	9.2%	9.7%	10.0%	8.6%	9.1%	9.9%
	Index	100	110	116	119	103	108	119
Current level of interest in Ladies' golf (LPGA)
Very/Somewhat	Proj	13,819,860	5,852,496	3,695,423	2,732,666	12,229,898	8,341,929	2,316,529
	Horz %	100.0%	42.3%	26.7%	19.8%	88.5%	60.4%	16.8%
	Vert %	6.3%	5.3%	6.1%	5.0%	6.1%	5.8%	5.7%
	Index	100	85	97	79	97	93	91
Current level of interest in Major League Baseball (MLB)
Very/Somewhat	Proj	72,888,865	37,203,242	21,636,639	18,679,002	67,453,529	48,899,063	14,684,654
	Horz %	100.0%	51.0%	29.7%	25.6%	92.5%	67.1%	20.1%
	Vert %	33.0%	34.0%	35.7%	33.9%	33.6%	34.1%	36.2%
	Index	100	103	108	103	102	103	110
Current level of interest in Major League Soccer (MLS)
Very/Somewhat	Proj	13,551,247	7,053,219	4,128,112	3,684,556	12,698,849	9,375,552	2,813,525
	Horz %	100.0%	52.0%	30.5%	27.2%	93.7%	69.2%	20.8%
	Vert %	6.1%	6.4%	6.8%	6.7%	6.3%	6.5%	6.9%
	Index	100	105	111	109	103	106	113
Current level of interest in Men's golf (PGA)
Very/Somewhat	Proj	36,133,279	16,586,231	9,913,893	7,965,620	32,534,929	23,099,340	6,328,959
	Horz %	100.0%	45.9%	27.4%	22.0%	90.0%	63.9%	17.5%
	Vert %	16.4%	15.1%	16.4%	14.5%	16.2%	16.1%	15.6%
	Index	100	93	100	88	99	98	95
Current level of interest in Minor League Baseball
Very/Somewhat	Proj	17,003,114	9,223,302	5,418,856	4,814,898	15,942,048	11,639,194	3,750,678
	Horz %	100.0%	54.2%	31.9%	28.3%	93.8%	68.5%	22.1%
	Vert %	7.7%	8.4%	8.9%	8.7%	8.0%	8.1%	9.3%
	Index	100	109	116	114	103	105	120
Current level of interest in Minor League Hockey
Very/Somewhat	Proj	6,911,842	4,066,032	2,401,397	2,229,562	6,539,041	5,079,850	1,674,280
	Horz %	100.0%	58.8%	34.7%	32.3%	94.6%	73.5%	24.2%
	Vert %	3.1%	3.7%	4.0%	4.0%	3.3%	3.5%	4.1%
	Index	100	119	127	129	104	113	132
Current level of interest in Monster trucks
Very/Somewhat	Proj	18,199,347	11,414,396	6,269,911	6,294,376	17,393,370	13,321,120	4,657,635
	Horz %	100.0%	62.7%	34.5%	34.6%	95.6%	73.2%	25.6%
	Vert %	8.2%	10.4%	10.4%	11.4%	8.7%	9.3%	11.5%
	Index	100	126	126	139	105	113	139
Current level of interest in NASCAR
Very/Somewhat	Proj	45,113,501	25,540,709	14,823,261	13,292,164	42,409,163	31,818,631	9,989,985
	Horz %	100.0%	56.6%	32.9%	29.5%	94.0%	70.5%	22.1%
	Vert %	20.4%	23.3%	24.5%	24.1%	21.2%	22.2%	24.7%
	Index	100	114	120	118	103	108	121
Current level of interest in Nat'l Basketball Assoc (NBA)
Very/Somewhat	Proj	50,120,002	27,841,618	15,993,501	15,083,817	47,167,281	35,161,967	11,855,532
	Horz %	100.0%	55.5%	31.9%	30.1%	94.1%	70.2%	23.7%
	Vert %	22.7%	25.4%	26.4%	27.4%	23.5%	24.5%	29.3%
	Index	100	112	116	121	104	108	129
Current level of interest in National Football League (NFL)
Very/Somewhat	Proj	95,564,187	50,667,355	29,272,621	26,053,290	88,698,873	65,216,375	19,612,423
	Horz %	100.0%	53.0%	30.6%	27.3%	92.8%	68.2%	20.5%
	Vert %	43.3%	46.3%	48.3%	47.3%	44.2%	45.4%	48.4%
	Index	100	107	112	109	102	105	112
Current level of interest in National Hockey League (NHL)
Very/Somewhat	Proj	24,267,943	13,278,757	7,671,454	7,257,796	22,847,932	17,465,384	5,116,990
	Horz %	100.0%	54.7%	31.6%	29.9%	94.1%	72.0%	21.1%
	Vert %	11.0%	12.1%	12.7%	13.2%	11.4%	12.2%	12.6%
	Index	100	110	115	120	104	111	115
Current level of interest in NHRA (National Hot Rod Assoc)
Very/Somewhat	Proj	18,149,968	10,512,928	5,999,148	5,893,849	17,186,007	13,008,718	4,523,059
	Horz %	100.0%	57.9%	33.1%	32.5%	94.7%	71.7%	24.9%
	Vert %	8.2%	9.6%	9.9%	10.7%	8.6%	9.1%	11.2%
	Index	100	117	120	130	104	110	136
Current level of interest in Olympics
Very Or Current level of interest in Olympics: Somewhat	Proj	112,019,734	56,434,162	33,147,527	29,077,418	103,429,013	76,377,761	21,595,861
	Horz %	100.0%	50.4%	29.6%	26.0%	92.3%	68.2%	19.3%
	Vert %	50.8%	51.5%	54.7%	52.8%	51.6%	53.2%	53.3%
	Index	100	102	108	104	102	105	105
Current level of interest in Pro bowling (PBA)
Very/Somewhat	Proj	11,510,229	5,747,725	3,456,331	3,016,620	10,434,910	7,098,120	2,340,689
	Horz %	100.0%	49.9%	30.0%	26.2%	90.7%	61.7%	20.3%
	Vert %	5.2%	5.2%	5.7%	5.5%	5.2%	4.9%	5.8%
	Index	100	101	109	105	100	95	111
Current level of interest in Pro Bull Riding (PBR)
Very/Somewhat	Proj	22,233,731	12,090,206	6,433,767	6,618,869	20,615,965	15,196,175	4,619,219
	Horz %	100.0%	54.4%	28.9%	29.8%	92.7%	68.3%	20.8%
	Vert %	10.1%	11.0%	10.6%	12.0%	10.3%	10.6%	11.4%
	Index	100	110	105	119	102	105	113
Current level of interest in Pro Rodeo
Very/Somewhat	Proj	20,943,486	11,129,114	6,066,236	6,251,424	19,399,503	14,148,257	4,438,637
	Horz %	100.0%	53.1%	29.0%	29.8%	92.6%	67.6%	21.2%
	Vert %	9.5%	10.2%	10.0%	11.4%	9.7%	9.9%	11.0%
	Index	100	107	106	120	102	104	115
Current level of interest in Pro tennis (ATP/WTA)
Very/Somewhat	Proj	22,645,007	11,014,125	6,774,071	5,625,840	20,603,651	15,209,856	4,505,550
	Horz %	100.0%	48.6%	29.9%	24.8%	91.0%	67.2%	19.9%
	Vert %	10.3%	10.1%	11.2%	10.2%	10.3%	10.6%	11.1%
	Index	100	98	109	100	100	103	108
Current level of interest in Supercross/Motocross
Very/Somewhat	Proj	14,649,654	8,891,281	5,193,116	5,528,283	13,